Let me use Apple as a perfect example. Apple and the company’s customers face an ongoing battle that wages between fact and fiction, which is heightened by the misinformation superhighway which we call the internet. Business is war, and the facts of truth are taking on heavy casualties.
Apple’s High Road
For the most part, Apple has staked out the high road in the fact vs. fiction battles that rage in the industry.
Apple’s advertising tends to be more emotional and artistic, vs. the compare and contrast of competitors. The company’s famous secrecy creates an ongoing army of positive advertising without Apple having to spend the money to get it.
That secrecy comes with a price. A good example is the TMZ article on Apple’s long-awaited iPhone 6; complete with blurry photos.
Guess what? Every credible source says the iPhone depicted in the TMZ photos is a fake; not the real thing. That kind of misleading information happens often in the run up to a new Apple product announcement.
Carrying this forward a bit, news sites have targeted September 9th as the announcement date for the iPhone 6, but that’s not necessarily a fact in evidence. True to form, Apple hasn’t divulged a word.
All Apple has said about the near term is that both iOS 8 and OS X Yosemite will be released “in the fall.” Let’s assume it’s the fall of 2014.
Millions of words have been published recently about Apple’s so-called iWatch device, soon to be updated iPad Air and iPad mini models, the introduction of iPhone 6 (with multiple models), and even new Intel CPUs for the Mac mini, MacBook Air, and Mac Pro line.
Meanwhile, Apple stays mum.
Competitor’s Low Road
What was interesting about the old “I’m a Mac, I’m a PC” commercials which pitted Justin Long as ‘the Mac’ vs. John Hodgman as ‘the PC’ is that Windows PCs were the market leader. Apple’s advertising merely demonstrated the differences between the platforms.
Today, just as it was back then, Apple is not the market leader– not in Macs, iPhones, or iPads. But Apple is the trendsetter, the most well known and respected brand of computer, smartphone, and tablet. That’s why Apple gets attacked by the likes of Microsoft and Samsung, both adherents of the “low road” of product advertising.
Microsoft and Samsung commercials which dare to compare their wares with Apple products are easily sliced and diced by critics for lack of accuracy and honesty. If corporations are people, too, and SCOTUS says that’s the case, then both Microsoft and Samsung are misleading to dishonest when comparing their products to Apple products.
Business is war, and in war, truth is the first casualty.
The truth is out there, and in the misinformation age it takes effort and patience to find it, but a little speculation is fun, though. Will September 6 be the date Apple announces the iPhone 6? Or, an iWatch wearable product? Will the iPhone 6 comes in two sizes– 4.7-inch and 5.5-inch, and will it even be called iPhone 6 (I like iPhone Air and iPhone Max)?
Apple knows. We do not.