Columnist: Apple gets far more positive media coverage than it deserves

“Apple gets a huge amount of positive media coverage. Far more than it deserves. The company is the number one tech story, yet it only accounts for somewhere between 2% and 3% of the PC market,” Bill Bennett writes for New Zealand Reseller News. “Hewlett-Packard, Lenovo, Toshiba and Dell are all commercially more important. They have more customers, sell more computers and impact more lives. But collectively they don’t get as much news coverage as Apple. Microsoft gets as much coverage. In a grudging way it also gets the same level of respect. But it doesn’t get reverence.”

“When Apple clamps down on enthusiastic fans leaking details of new products on its website, the media meekly accepts the company is protecting its turf. Microsoft is continually accused of bullying — often with justification, sometimes when there is none. Clearly double standards are operating here,” Bennett writes. “There’s a phrase in tech circles to explain this. People talk about the ‘reality distortion field’ surrounding Steve Jobs.”

Bennett writes, “It has to be said that Apple’s hardware products are better designed and nicer to use than anything made by any rival. The software is streets ahead of its competition. Journalists know this because they are the creative, right-brained customers Apple caters for. Perhaps this explains their interest in the brand… However, as far as its computer products are concerned, these days Apple is little more than just another PC manufacturer churning out Intel systems. Sure, it’s innovative, but it isn’t faultless, it isn’t perfect and it damn well doesn’t offer resellers higher-than-average margins. Apple doesn’t need to be put on a pedestal and worshipped.”

Full article here.

[Thanks to MacDailyNews reader “Macaday” for the heads up.]

MacDailyNews Take: Apple, the visionary industry leader, demands the media’s attention and the derivative peddlers of mediocrity like Microsoft, Dell, HP, [name your box assembler] get far, far more press than more than they deserve. Bennett can’t believe that “Apple is little more than just another PC manufacturer churning out Intel systems.” Nobody’s that stupid; he has to be trolling for hits.

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Related MacDailyNews article:
John C. Dvorak expounds on pro-Mac, anti-Microsoft media bias – October 18, 2005


  1. “”Hewlett-Packard, Lenovo, Toshiba and Dell are all commercially more important.”

    This is why those very companies don’t get more positive press. The idea that sheer volume of sales means somehow you are more important is the very thing that keeps them from getting this press.

    What the hell has any of these companies done to further the world of technology froma broad perspective? Not much. Apple gets its positive press because they are a vanguard. They are on the leading edge of tehcnology and they are setting the bar and the trends to which all others should try reach.

    This guy that wriote this article is clueless.

  2. In other news…

    The Wright brothers got far more credit than they deserved. All they did was build a flimsy little airplane!

    Hey, Ma, I’m an in-tet-leck-chew-al! Lookit me whiles I argues a con-trar-eon point!! Gaw-shucks!

  3. Bennett:
    “Another media curiosity is the way Apple’s failures are overlooked. Remember the Apple III, the Newton, the Cube? These harebrained products have been airbrushed out of history in much the same way Stalin’s enemies were removed from Kremlin photographs. And while we’re talking about photographs, wasn’t last year’s iPod Photo also swept neatly under the carpet?”

    Who can forget BOB?
    Who can forget Windows 1….3.1 err 95 err 98…

    Such memorable pieces of crap…

  4. I wondered if he were really clueless or just trying to stir up viewership, then I read what he thought was interesting news in a previous article. See part below.

    Humor is never as funny as real life. ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />

    What’s on the cards for 2006?
    Friday, 9 December, 2005

    Bill Bennett

    THIS time last year, it was fairly easy to predict 2005’s major news themes. The 2004 merger of Ingram Micro and Tech Pacific triggered a foreseeable wave of change.

    As Phil Parent points out in his wrap of the year’s main stories, (see ‘2005: Year in Review’ page 15) the past twelve months have been dominated by distributor manoeuvrings. Barely a month went by without a major arrival, departure, merger, takeover or some other market realignment.

    We probably haven’t seen the last of this activity. However, it appears two new themes will be added to the news mix in 2006.

    Although its immediate impact may not be huge, the arrival of the first major refresh of Microsoft Windows in five years could give a number of market segments a useful shot in the arm.

    Vista will be big news, but there’s a strong chance it will be overshadowed by events in the broader New Zealand economy.

    — just more of the same really boring, er big news. ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />


  5. Yeah, I notice every time that Bono from U2 does something, he is in the news. But, he only sings on something like .0005% of the songs playing on any radio station at any given time. Why does he get so much attention? I mean as far as entertainers go, he is just another guy pumping out rock music. He does not need to be put on a pedestal and worshipped.

  6. The writer either has a gripe against Apple or just really doesn’t get it.

    He confuses volume with importance.

    Yes, Apple has a much lower market share than the hardware and software manufactures but Apples impact is much greater than it’s size.

    Apple pushes the envelope in development.

    Look at how most of Apples innovations drives the rest of the market share leaders.

    Why do you think Intel is going after Apple. Apple doesn’t bring the volume (at least not yet) to Intel.

    What Intel is looking at (IMHO) is that Apple will push the other manufactures to adopt new technology. Otherwise Intel will be stuck in a commodity business and won’t have any company to make use of their NEW technology.

    Once Apple starts using the latest from Intel and gets buzz (and sales) for using it. You can bet the other hardware manufactures will be screaming at MS to have software to take advantage of the new processors. Otherwise they’ll slowly lose their market share.

    This is why Apple should get and deserves the outside press they get.

    Just my two cents.

  7. Apple gets a huge amount of positive media coverage (or a huge amount of media coverage) because Apple is a company that can generate news; an interesting and fresh story.

    Lower-cost computers or another printer bundle with computer purchase isn’t news.

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