A Close Reading of Two Apple Apologies(mobile.businessweek.com)
mobile.businessweek.com
A Close Reading of Two Apple Apologies
http://mobile.businessweek.com/articles/2012-09-28/a-close-reading-of-two-apologies
9 comments
Jobs had to rectify damage to a core aspect of Apple's branding, high prices justified by a perceived value proposition which the massive price drop upended because it made Apple enthusiasts feel that their brand loyalty had been abused. Jobs formalism was a function of his having to go entirely off message.
Cook's tone is entirely consistent with the narrative the press has built around Maps - it sucks but Apple is sincerely trying to improve it. What goes without mention in the press is that Apple knew it sucked and used its sucking to generate press coverage for its launch. It's no accident that the letter was released Friday so as to dominate the weekend news cycle. It is also no accident that Apple isn't offering to make customers whole. Apple has been out in front of this story since before the launch. That's why all the press since the initial story lost its edge has been positive.
Cook's tone is entirely consistent with the narrative the press has built around Maps - it sucks but Apple is sincerely trying to improve it. What goes without mention in the press is that Apple knew it sucked and used its sucking to generate press coverage for its launch. It's no accident that the letter was released Friday so as to dominate the weekend news cycle. It is also no accident that Apple isn't offering to make customers whole. Apple has been out in front of this story since before the launch. That's why all the press since the initial story lost its edge has been positive.
The link is mobile. Here's the original link: http://www.businessweek.com/articles/2012-09-28/a-close-read...
One is apologizing for an actual issue with the product (however severe it is or isn't). The other is apologizing for the "issue" that the product became more affordable. Perhaps the difference in the substance of the complaints has something to do with the tone of the responses to them?
Reality Distortion Field vs. Excellent Customer Service: Which is more effective?
To me the Jobs letter reads like one from a leader: strong, confident, and yes egotistical. "I know I'm right, this will all work out to your benefit, you made the right decision, but all things considered it seems right to throw you a bone."
The Cook letter reads like one from a battered spouse. "I'm sorry, please don't leave me, meanwhile have some other women if that makes you happy."
The Cook letter reads like one from a battered spouse. "I'm sorry, please don't leave me, meanwhile have some other women if that makes you happy."
The problem with Jobs' confident tone is that he'd use it even for things he was clearly wrong on (of which he'd amend a year later). Sorry, but a leader confesses his wrongs and moves on. He doesn't try to weasel out of it by handing waving and pointing.
Yes. I'm glad Cook wrote the letter, but it does come across as a bit too meek.
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Well, Cook is definitely coming out more approachable. Even if you look at iPhone5 innards, it is actually the most repairable iPhone since iPhone 3G. Does it look like Cook is willing to be more open to customers and take their inputs? At least it looks like that to me....
> Even if you look at iPhone5 innards, it is actually the
> most repairable iPhone since iPhone 3G
That is entirely possible. All I am trying to say is, be it Cook or Jobs, Apple is probably getting to a point where they are actually listening to the customers.
All I'm seeing here is that Tim Cook will not be taking Apple in the same direction as Steve would've, as they're very different people.
Do these people have honestly nothing better to do with their time?