“Apple does some interesting things that make it unique, frustrating and a great target to write about — even if understanding is frequently limited,” John Martellaro writes for TheStreet. “Apple is a company that makes delightful products and pleases its customers, but it controls its message very carefully through the media and seldom kowtows to them. The inability to manipulate Apple with their presumed power annoys many tech writers.”
“Apple’s opacity ends up turning many technical journalists into gossip columnists. It’s all not far removed from the paparazzi who cover the British Royal Family or Hollywood stars, but because we couch our industry in the cloak of technology and acronyms, it’s easy to rationalize that it’s all a very legit, high-tech affair,” Martellaro writes. “The result of all this is that if Apple makes a mistake, it’s suddenly huge news.”
“If a more considered and sober analysis is available, there is concern that it won’t generate as much excitement. There is some mob psychology at work,” Martellaro writes. “If you want to really understand Apple, it’s important to follow experienced, courageous authors who understand Apple, not sensational headlines.”
Read more in the full article here.