Originally Posted by ybfmiami
Apple simply needs to regain control of it public relations and spend more on advertising.
Question (I forget who’s asking it): “What are we going to do about the press? The Wall Street Journal reporters get up, sell Apple short in the morning, and then go write stories about us. And it’s clear it’s a perception versus reality problem. They don’t know shit about operating systems, they don’t know any thing about tools or what’s going on in the future. They don’t know that we’re building icebergs and that we’re building them from the bottom up.”
Steve Jobs: “Sure. I’m sure that a lot of you have had this experience where you’re changing; you’re growing as a person. And people tend to treat you like you’re where you were 18 months ago. And it’s really frustrating sometimes when you’re growing up and you’re becoming more capable; you have some personality quirks you’ve gotten rid of. And people still treat you like you were a year to 18 months ago. It can be very frustrating. It’s the same with a company, it’s the same with the press. The press is going to have a lag time. The best thing we can do about the press is embrace them, do the best we can to educate them about the strategy, but to keep the eye on the prize. And that is turning out some great products, communicating with our customers the best we can, getting the community of people–like yourselves–in the loop so you know everything, and just marching forward one foot in front of the other. The press will take care of–it’s like the stock price–the press and the stock price will take care of themselves. By the end of the year, it’s going to look quite different. And I, you know, I’m like an old man in this industry now. I’ve seen the ups and downs, and when you see enough of them, you know that’s going to happen. So when you get up in the morning and you see the press sell Apple short, go out and buy some shares!”
Question: “So Apple has turned it around. We have you, we have Gil, we have G3, we have Rhapsody, we have Newton… great. When are we gonna see some really kick-ass TV commercials to change the mindset?”
Steve Jobs: “Yeah… I feel very good about [Apple turning around]. Um… I’ll give you my own opinion on this. Marketing is a subjective thing. It’s not a science; there’s a lot of art to it. My personal belief is that the medium does communicate a lot about the message. In some cases, the medium overrides the message. And I personally believe that Apple should not be on TV at all this year. It’s the wrong place to be for Apple. What it means is that Apple is trying to spend a lot of money to convince you that everything’s okay. And what I think Apple ought to be doing is taking a fraction of that money and putting it in print. And I don’t mean eight page Wall Street Journal ads. Because an eight page Wall Street Journal ad is saying, “I’m going to spend my wad to show you that I’m back.” And what Apple needs right now is not to be telling everyone we’re back, it needs for the journalists to be saying that Apple is back on page one. Because if on page 7 to 14 Apple’s spending a million dollars to say we’re back but on page one a journalist writes an article saying they’re in the tank, who’re you gonna believe? As a matter of fact, that million bucks on page 7-14 are gonna reinforce the message! “They’ve gotta buy me.”… …”I think that more than anything right now, PR is influencing purchasing decisions in this category”… …”I believe strongly that Apple really needs to talk about its great products and its great customers and its great applications and the best way for it to do that is in print in a very straightforward way. And I also believe very strongly that the high order bid of any market campaign is profitability. We spend a boatload of money marketing ourselves in a quarter and we lose money in that quarter… any positive momentum in that quarter is completely erased. So profitability is the high order bid for Apple at this time.”
– Steve Jobs, WWDC 1997.
I recommend watching the entirety of Steve’s WWDC ’97 keynote. It is, I think, one of his best. Knowing the future after that speech shows you that he already knew exactly what Apple was going to be.
A few things he says–“We’re too proprietary”, “tell the clone makers they can build their own hardware!”, and “milk the Mac for all it’s worth and move on to the next thing” are off. But that’s Steve, you know? He saw that he was wrong and didn’t go down those paths. But he knew where he was right–about everything else!
In addition, Samsung pays higher commissions to sales staff in brick &mortar stores. These people end up pushing Samsung products as better than anything else.
Who cares? Apple has STORES. Samsung has kiosks and, if this is what you’re saying, pays off other companies’ employees to steal sales from Apple.
Samsung buys loyalty from the media & sales people. Perhaps Tim Cook should get off some of that money and do the same.
NO. Do you get anything about Apple? Apple has soul. Apple puts its soul into its products, who in turn have soul. These products connect with users because of how they are made. Nothing else, from any other company, does that. And you want Apple to whore itself out to the media?!
When we hear that employees of the four telecoms are being paid to sell Android over Apple, I rejoice. Because THEY CAN’T WIN ANY OTHER WAY. They have to sell their souls to sell their products. And Apple products sell themselves.
That should never change.
Edited by Tallest Skil - 9/24/13 at 2:34pm