The former head of Apple’s products division Jean-Louis Gassée has called for introducing a new PR strategy for the company, apparently in the light of the recent shameful outburst from Apple VP of Marketing Phil Schiller who had said ahead of the launch of Samsung Galaxy S4 that the smartphone would use a year-old version of Android.
As it turned out, the Galaxy S4 had the latest version of the operating system, forcing analysts to question the credibility of Schiller’s claims. The announcement, based solely on rumours, indirectly created even more hype for Samsung’s new smartphone and when it was launched with the latest operating system, it gained even more popularity.
Gassée has severely criticised Apple’s approach towards dealing with its competitors and the overall strategy the company has adopted of late. Highlighting the stance that Apple is a strong market leader in the technology sector, Gassée says that the company must not hurt its reputation because of a weak PR strategy.
In his column on Monday Note, Gassée notes that Apple has used way too adjectives in its reports than required. He also highlights different words with positive and negative connotations and the number of the times they have been used. According to Gassée, there is nothing wrong in being optimistic or adopting a positive posture, but he is strictly against abusing language. He writes:
“…this isn’t about optimism, it’s about hyperbole and the abuse of language. Saying “incredible” too many times leads to incredulity. Saying “maniacally focused” at all is out of place and gauche in an earnings call. One doesn’t brag about one’s performance in the boudoir; let happy partners sing your praise.”
Gassée is also a strong advocate of not engaging in war of words with rivals and competitors, especially when you are already the best at what you do and enjoy the top position in the industry. He writes about dealing with competitors in such cases:
“Attacking competitors, pointing to their weaknesses, and trumpeting one’s achievements is better done by hired media assassins. Acompany, directly or through a PR firm, engages oft-quoted consultants who provide the required third-party stats, barbs, and encomiums.”
Photo: Macintoshuser
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