What would Apple sound like?

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Reading Steve Jobs rationale for why Apple’s mobile devices don’t support Adobe Flash I was reminded of the tone-of-voice of Apple’s usual communications. They are about as sincere as the greeting you get when enter a Disney store, you feel like you are being played. If ever there was an example of the Cluetrain Manifesto truism of public relations does not relate to the public Apple’s PR team would be it.

They don’t even show much grace under fire.  I discussed it with a colleague and thought that they may be shooting low in order to make the Steve Jobs key note look better. But I am not sure that is the case. They lack quality, specifically a human element and a thoughtfulness to their tone-of-voice that runs through their products and services, its like they are written by Microsoft technical support.

  • Does Apple need to write press releases in the rigid format for product launches and enhancements in the usual cookie cutter press release style? No, because they are likely to be covered anyway.
  • Would additional smarts in communications be wasted? No, on the contrary it would further enhance their reputation.

I am not talking about more disclosures or inclusive approach to communications, but a human, smarter, measured and analytical approach and voice.