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Apple Quietly Telling the Media Why It's Not Doomed

By - Source: Wall Street Journal | B 36 comments

Apple is reportedly increasing its PR as it finally feels the heat emanating from rivals Google, Samsung and others.

The Wall Street Journal reports that Apple has quietly increased its PR to assure everyone that all is well in the land that Steve Jobs built. One example given by the paper is the recent announcement about iOS upgrading to 6.1. The company reportedly hasn't announced the launch of a non-major mobile software release unrelated to a hardware launch since 2010.

In Apple's defense, the company distributed six press releases in January alone, not uncommon for the iPhone maker. Yet the paper points out that Apple is also sending along favorable third-party reports, one of which said that by 2014, Apple will be accepted in the enterprise as Microsoft is today. This also isn't uncommon for Apple (or any other company for that matter), but the paper insists that they've increased since the start of the year, most of which are related to mobile market share.

According to the paper, an unnamed source said Apple is finally recognizing that competition is heating up, especially when it comes to Google and Samsung's domination in the smartphone sector. Growth has slowed and profits have flattened, the paper said, with shares falling around 35-percent since a record high close of $702.10 per share in September 2012. Meanwhile, Samsung is swimming in money, dumping loads of cash into advertising including the recent Super Bowl ad.

Still, despite the increase in PR, Apple remains secretive as always, believing that less is more, a torch passed on to Apple CEO Tim Cook after the death of Steve Jobs in 2011. iPhone sales are still reportedly strong, which pushed Apple into becoming the top mobile vendor here in the States for the very first time in 4Q12. But an increasing perception that something is going wrong still exists, and perhaps it's because Apple hasn't introduced any groundbreaking products since the iPad.

Business Insider blames the uncertainty on Tim Cook. The site points out that Steve Jobs had the ability to "craft and deliver a message that people believed regardless of its credibility was an incredible asset," Tim Cook does not have that ability – his words aren't quite as "insightful" and "interesting". Apple has seemingly lost its flare since the passing of Steve Jobs, and perhaps the company is now realizing that.

Apple changed the way we listened to music-on-the-go with the launch of its first iPod in 2001. Then in 2007, it changed the mobile (and gaming) scene with the introduction of the iPhone, and later the notebook sector with the MacBook Air in 2008. After that, the company destabilized the PC industry with the launch of the iPad in 2010. Now two months into 2013, the company hasn't launched anything new, just upgrades and form factor revisions to its current products.

The rumored Siri-powered Apple iTV HDTV, slated to change the living room, is nowhere to be found. Horror stories surrounding the device describe a force that wants what it wants, thus scaring away those that fear Apple's possible dominance in the living room. Hollywood is stingy enough as it is with its content.

But perhaps this is one of the reasons why Apple seemingly looks a little stale – it hasn't produced anything new in a while. Throw in the fact that rivals are producing smartphones with larger screens and high-performance tablets at a lesser price, and it's easy to see why stockholders are a little antsy, thus wanting a little extra PR push so that we can see that Apple is far from doomed.

 

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Top Comments
  • 28 Hide
    mrmaia , February 6, 2013 4:22 PM
    Desperation knocking on the door maybe? Are they afraid of a bank (stock in the case) run that will devastate Apple's market value?

    Quote:
    Apple changed the way we listened to music-on-the-go with the launch of its first iPod in 2001.


    Yeah, there was no MP3 player before the iPod.
  • 22 Hide
    ddpruitt , February 6, 2013 5:24 PM
    Quote:
    Steve Jobs had the ability to "craft and deliver a message that people believed regardless of its credibility"


    Truest statement of Steve Jobs I've ever seen
  • 22 Hide
    blakbird24 , February 6, 2013 5:09 PM
    It's very simple actually..Apple is Apple. They haven't changed a bit. What we are seeing is nothing new...they've been to the top and back down again twice before. We are simply witnessing the cycle repeating a third time...and it will probably happen again in another 10 years. This is the nature of the closed ecosystem. When it's introduced to people who haven't experienced it before, it's very popular. It's new, exciting, and different. Once the novelty wears off, people are easily lured away by products that simply offer things that a closed ecosystem cannot.

    Apple's stock run to $700 was a completely unsupported anomally. Thus, the market is now correcting and stock prices are adjusting accordingly. It's as simple as that...those who thought Apple stock was headed for $1000 (and also those who currently believe it will EVER return to $700) were/are fools who are now (and/or will be) out alot of money. Apple isn't doomed, Apple isn't ever going away completely. The company is simply returning to where it belongs. The noise and panic is created by fans and critics adjusting to the reality that Apple is simply a niche tech company. There's nothing wrong with that, they make a beautiful product. However it's a product which will not compete over the long term.
Other Comments
    Display all 36 comments.
  • 13 Hide
    kawininjazx , February 6, 2013 4:20 PM
    I can't wait to tell my TV "Launch Netflix" and it responds with "Searching to internet for Launch Netflix".
  • 28 Hide
    mrmaia , February 6, 2013 4:22 PM
    Desperation knocking on the door maybe? Are they afraid of a bank (stock in the case) run that will devastate Apple's market value?

    Quote:
    Apple changed the way we listened to music-on-the-go with the launch of its first iPod in 2001.


    Yeah, there was no MP3 player before the iPod.
  • 19 Hide
    alvine , February 6, 2013 4:27 PM
    I will keep on hating Apple for their apple tax
  • 14 Hide
    icemunk , February 6, 2013 4:34 PM
    sell, before it's too late folks. I
  • 8 Hide
    steve360 , February 6, 2013 4:37 PM
    All signs point to the eventual downfall of Apple.
  • 8 Hide
    COLGeek , February 6, 2013 4:38 PM
    I would suggest that Tom's reader vote with their wallets. Buy stuff from companies you support.

    I am sure (not) that Apple reads and takes to heart all of the "love" expressed here on Tom's.
  • 1 Hide
    amk-aka-Phantom , February 6, 2013 4:51 PM
    Quote:
    Apple changed the way we listened to music-on-the-go with the launch of its first iPod in 2001. Then in 2007, it changed the mobile (and gaming) scene with the introduction of the iPhone, and later the notebook sector with the MacBook Air in 2008. After that, the company destabilized the PC industry with the launch of the iPad in 2010. Now two months into 2013, the company hasn't launched anything new, just upgrades and form factor revisions to its current products.


    Good. I'm sick of them changing and destabilizing things.
  • 4 Hide
    azraa , February 6, 2013 4:55 PM
    https://www.youtube.com/watch?v=FFhjDX-DUew

    You probably already seen it, but I think it hits the issue.
    Apple PR will say anything to keep their beloved company floating.
  • 22 Hide
    blakbird24 , February 6, 2013 5:09 PM
    It's very simple actually..Apple is Apple. They haven't changed a bit. What we are seeing is nothing new...they've been to the top and back down again twice before. We are simply witnessing the cycle repeating a third time...and it will probably happen again in another 10 years. This is the nature of the closed ecosystem. When it's introduced to people who haven't experienced it before, it's very popular. It's new, exciting, and different. Once the novelty wears off, people are easily lured away by products that simply offer things that a closed ecosystem cannot.

    Apple's stock run to $700 was a completely unsupported anomally. Thus, the market is now correcting and stock prices are adjusting accordingly. It's as simple as that...those who thought Apple stock was headed for $1000 (and also those who currently believe it will EVER return to $700) were/are fools who are now (and/or will be) out alot of money. Apple isn't doomed, Apple isn't ever going away completely. The company is simply returning to where it belongs. The noise and panic is created by fans and critics adjusting to the reality that Apple is simply a niche tech company. There's nothing wrong with that, they make a beautiful product. However it's a product which will not compete over the long term.
  • 12 Hide
    ohim , February 6, 2013 5:10 PM
    alvineI will keep on hating Apple for their apple tax

    Tax as it may be , it only affects the fans, but the law suits that Apple throws at everyone ... that`s what i hate the most about them.
  • -4 Hide
    robochump , February 6, 2013 5:24 PM
    Apple hit the nail on the head with products consumers wanted. Now that the competition has nearly closed the gap Apple will have to once again be more innovative to remain on top. The title is very biased towards Android fan boys but this keeps things interesting...heh.
  • 22 Hide
    ddpruitt , February 6, 2013 5:24 PM
    Quote:
    Steve Jobs had the ability to "craft and deliver a message that people believed regardless of its credibility"


    Truest statement of Steve Jobs I've ever seen
  • 8 Hide
    herr terror , February 6, 2013 5:26 PM
    Apple endeavored to appear to be making electronics for and marketing to the needs of outsiders and elitists, while actually making them for the masses. Now that they've succeeded in the gadget market it's biting them in the backside. They didn't innovate electronics that bring new possibilities to everyday life, they made electronics that make it easier for us to do the boring, vapid garbage we already did each day. Play simple games to pass time. Pass gossip because we have nothing smarter to do. Contact people. Listen to music to pass time. There are apps that allow creativity, I'm sure, and I'm also sure a scant few use them.

    Instead the company making products for creative outsiders actually makes them for Joe Shmoe, the guy who doesn't know anything about electronics and most importantly, doesn't do anything interesting with them. The most infuriating thing about Apple fanboys is how they react with the assumption that Apple criticism from someone must mean he or she is some kind of Microsoft/HP/Dell devotee.
  • 1 Hide
    herr terror , February 6, 2013 5:26 PM
    Apple endeavored to appear to be making electronics for and marketing to the needs of outsiders and elitists, while actually making them for the masses. Now that they've succeeded in the gadget market it's biting them in the backside. They didn't innovate electronics that bring new possibilities to everyday life, they made electronics that make it easier for us to do the boring, vapid garbage we already did each day. Play simple games to pass time. Pass gossip because we have nothing smarter to do. Contact people. Listen to music to pass time. There are apps that allow creativity, I'm sure, and I'm also sure a scant few use them.

    Instead the company making products for creative outsiders actually makes them for Joe Shmoe, the guy who doesn't know anything about electronics and most importantly, doesn't do anything interesting with them. The most infuriating thing about Apple fanboys is how they react with the assumption that Apple criticism from someone must mean he or she is some kind of Microsoft/HP/Dell devotee.
  • 5 Hide
    bllue , February 6, 2013 5:30 PM
    It's all downhill from now on. Stevie Jobs is no longer in the Apple throne and the best thing they've got to offer for the future (that's been talked about) is the iTV HDTV which won't come close to having the same impact the previous product lines have had. Their report that "Apple will be accepted in the enterprise as Microsoft is today." is wishful thinking. It will never happen in the foreseeable future. Apple has a large cash reserve but that does not make them invincible. One failed major product line and the hit to their market cap will be massive.
  • 19 Hide
    applegetsmelaid , February 6, 2013 5:34 PM
    Apple accepted in the enterprise? We have an iMac at our office that collects dust.
  • 9 Hide
    noob2222 , February 6, 2013 5:52 PM
    Apples biggest problem is the fact that they have turned the company into a patent lawsuit business, and less about innovation.

    Public views that as a huge negative on Apple's part.
  • 14 Hide
    syrious1 , February 6, 2013 6:24 PM
    Quote:
    Apple will be accepted in the enterprise as Microsoft is today.


    Bwhahahahahhaa...... this is really funny.
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