Apple (AAPL) just enacted the greatest PR Gimmick ever. As a media trainer, I am often critical of Apple because they violate almost every rule of good media relations. They don’t return phone calls from the media, they are notoriously secretive, they dissemble on the health of their former CEO, and they come across as arrogant in most of their dealing with the media. Most recently, they avoided the press while scandal was swirling around them regarding the celebrity photos on iphones being hacked. That little escapade of poor crisis communications cost Apple $30 billion in vaporized market cap in a day or two.
But, like in a lot of areas of life, if you do one thing really well, it makes up for all your other flaws. Apple makes consumer electronic products that people really, really like. How much? last night, 1000 people camped out in front of the Apple store on 5th Avenue her in New York City in anticipation of the new iPhone 6 going on sell today. That’s a dedicated customer! In fact I don’t know if any other product or service in the world that has such a devoted fan base. And when it comes right down to it, having a devoted fan base is the best PR of all. If you’ve ever tried to justify your use of a PC to a MAC user, you know what I mean. Apple users are more hardcore than any religious or cult following fanatic.