Hipster turned Corporate Bully

With ads like this, Apple has established its brand image: cool, hip. They create the best tech products; they look incredible and they’re fun and easy to use. But recent events have me wondering: what the heck is going on with Apple? I know they’ve always been about secrecy, and Steve Job has been a perfectionist, especially when it comes to anesthetics, but why is the company busting down doors of journalists? Seriously Apple. What are you thinking?

For those of you who don’t know, check out this article. It will give you a very brief history of Apple, as well as the recent events surrounding Gizmodo and the not-yet-released iPhone. In his public letter, Steve Jobs says Apple has left the past behind. He says, “Adobe should focus more on creating great HTML5 tools for the future and less on criticizing Apple for leaving the past behind.” Well, it doesn’t seem to me that Apple has left the past behind. I think they just might be a little angry, a little kid who just can’t forget and forgive. Apple wasn’t doing well, so his best friend left him. Now that the tables seem to have turned, Apple has broken up with its old friend. After all, didn’t Apple’s best friend Adobe abandon him before?

I’m interested to see what comes of all of this in the coming weeks, and in the coming months. Traditionally, Apple will have its “grand revealing” of revolutionary new products this summer, just in time for back-to-schoolers. Will, once again, everyone go crazy, stand in line for hours (or even camp out the night before) and marvel at the new products? Or will this hurt Apple?

As for me, I still appreciate their products, but this fiasco is just a little creepy. It’s dark and no one’s sure what is going on. Has Apple turned into the corporate bully? They certainly aren’t behaving like that cool hipster in their commercial.

This entry was posted on Saturday, May 1st, 2010 at 3:56 pm. It is filed under PR & Media, Technology and tagged with Apple, corporate, HTML5, iPhone, Steve Jobs. You can follow any responses to this entry through the RSS 2.0 feed.