Apple PR: Block and Tackle
November 16, 2007
So, a lot of people have sent us this video in the last 24 hours, and you may have seen it circulating like wild fire across the net. Basically UK reporter Benjamin Cohen from Channel 4 News began to ask questions about iTunes being a “monopoly” during an interview in which he was only cleared to talk about iPhone. Call in the flacks!
Personally, we agree with Peter Himler’s take:
What’s surprising is that the executive in question, Phil Schiller, Apple Senior Vice President of Worldwide Product Marketing (pictured), looked like a deer in the headlights when the reporter asked him about the iPod and iTunes duopoly. I mean is this a question that hasn’t come up previously?
No matter. When it did, he simply gave his handlers the “gee I didn’t expect this” look, a signal for them to physically insert themselves between himself and the inquiring journalist.
Phil, a simple acknowledgment and lighthearted quip like “Sure. iPod and iTunes have the dominant market share because those that use them love them. They’re simply great products. And sure, they go together like peanut butter and jelly.”
Clearly, your PR staff could have armed you with something better than, “give us the nod and we’ll give him the boot!”
What do you think? Could Apple PR have done a better job?