Home > Computers and Internet > Apple Hoisted by Own Petard?

Apple Hoisted by Own Petard?

06-Jul-10 12:55 am EDT Leave a comment Go to comments
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f there was ever a horse that needed to not be beaten further, it would surely have to be the debate that’s been raging for the past week amongst Apple tech enthusiasts.  Yes, I am actually devoting time to speaking of that great question of our time: did Steve Jobs really exchange emails with Jason Burford.

The correct answer was, and you probably got it right: “Who cares?”  But that immovable 5-8% of IT enthusiasts who covet all things Apple sure do.  So much so, in fact, that there are actually online journals out there even willing to pay for rumours associated with Steve Jobs, who is known to “get in the trenches” with his support staff from time to time (though Apple’s PR folks vigorously deny Jobs was involved in the aforementioned exchange).  And some might think that’s to his credit; perhaps even part of the secret to Apple’s unlikely success in the modern IT marketplace overrun by Google and Microsoft.  Only there’s the question of just how great Jobs is at handling customers personally.  And, if the rumours are true this time (and there is some supporting evidence, though far from conclusive), it would mean that Apple’s PR folks are lying, that Steve Jobs is lying — all to save themselves the embarrassment of an unhandled support ticket regarding a possible design flaw in the iPhone 4.  (The denial of which also makes Apple seem reluctant to admit mistakes….doubly embarrassing!)

But for the rest of us who are intrigued by though unfanatical about Apple technology, the real story is how this got to be a story in the first place.  As popular as the iPhone is, it’s not monopolized the cell phone market.  Apple computers are still only a fraction of the total on the Internet / in the marketplace.  And Apple’s price tag still puts most of its technology out of reach of the ordinary human being.  So it’s not the biggest player…it’s just the “fancier” name brand with that core group of loyal Apple customers who will buy anything invented by Steve Jobs or made by Apple; even if the thing disintegrated on contact with light.  It’s a story of how technological bigotry run amok can descend into tabloid-esque online journals forming around a single name brand, and feed on itself.

And drive the rest of the marketplace into the waiting arms of Apple’s competitors maybe?  Perhaps I’ve stumbled into the answer of why Apple sever seems to crest above that elusive 10% market share in any industry vertical….why it may forever find itself woefully hoisted by its own petard.

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Terry Glavin

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