A Darker Side of Apple Computers
I read a blog post today that reminded me of one of those really harsh realities of being a tech blogger. As much as we love the cool products that Apple makes or the “Don’t be evil” mantra of Google attempts to live by, once in a while we must all be reminded that Google, Apple, .and every other corporation at their very best are still very much for profit corporations. Now, this in itself isn’t perhaps a bad thing. However, the one glaring problem with all companies is that the rules are usually decided by what is illegal (what they can get away with) and not always what is “the right thing to do”.
For example, dumping waste water filled with harmful chemicals wasn’t always illegal(and might not be in some places), but it doesn’t take a rocket scientist to realize that it isn’t the right thing to do. The reason for such actions is that sometimes it’s cheaper to face legal problems down the road than it is to fix the problem in the first place. What’s disturbing is that companies will do financial analysis to see which is more cost effective. Doing the right thing is not always cost effective.
How does this relate to Apple? Well, Apple hates rumor sites. Steve Jobs loves being able to surprise everybody with super-small iPods and the like. Case in point - Apple sued AppleInsider, an Apple rumor blog, because they published Apple “trade secrets”. For those of you who don’t know what a trade secret is, basically any information or projects or future products that may exist that isn’t publically annouced can be considered a trade secret.
The trade secret in question was in regards to a breakout box for Garage band that Apple was developing. Most people wouldn’t see this as a big deal. I mean, so what if people know about a breakout box, is that going to really affect Apple’s bottom line? I don’t think so. Apple requested that the information be taken down from Apple Insider and they complied. What exactly is the big deal to Apple then? Why are they still in court over this?
Apple has $9 billion in cash reserves. They can afford to make a statement to the blogging community. The statement is this: DON’T BLOG ABOUT OUR PRODUCTS UNTIL WE TELL YOU TO. It’s just that simple. Apple wants total control of information. If Apple can’t keep all their secrets to themselves, they will just sue bloggers for allowing them to be posted online.
Why does Apple really need total information control? Without total information control Apple won’t be able to keep their ubercool image forever. Look at the last string of annoucements iLive ‘06 (now with blogging/podcasting), MacBook Pro (powerbook + intel), and a $100 leather iPod case to go with the $350 iPod speaker. This is not even on the same level as Apple is going Intel or the iPod Nano or even the iPod with video. This is Apple milking their best salesman before he retires in a few years. Right now Apple annoucements always generate a huge buzz, but they are starting to get stale. When Steve retires, who is going to take over? Who is going to really sell Apple to the rest of the world?
I don’t know who will, but I’m sure some people (especially the marketing department) at Apple are a little worried about Steve’s eventual departure. Steve Jobs made Apple Computers sexy and cool again. The iPod made Apple the hottest company around. Neither Steve Jobs or the iPod will be around in 20 years, just like the Apple II isn’t around now. Apple’s legal action is just future planning for when Apple isn’t cool anymore. When Apple starts to rot and grow stale again, the legal team needs to have the authority to sue anyone who writes badly about the products that don’t exist or better yet Apple would love to be able to sue people who don’t like the products that are out. That way even if people stop loving Apple, Apple can get paid for people hating them. After all it worked marvelously for the recording industry didn’t it?
I think that Apple lashing out at the rumor sites just proves that they don’t quite get it. Even Apple can be a bit behind the curve sometimes and this is one of those times. Instead of fighting the rumor blogs, I think Apple should feed them. Most other businesses, celebrities, or politicians have figured out that staying on good terms with the rumor mills, editorialists, and gossips can lead to much better press than fighting them. Ultimately, Apple needs to figure out that blogs aren’t going anywhere and they need to be treated on an equal footing to every other form of media.
In closing, this latest reminder that Apple is a company that cares about profits first and foremost is somewhat sad, but important to remember. While Apple or Google or Microsoft might pretend to be your best friend today, they might be your worst enemy tomorrow if you threaten their precious profits. You’ve been warned!
