PR Stories March 17, 2016

AAPL: 105.80

-0.17

When the celebrity nudes story broke back in 2014, it was headline news in the mainstream media. The story was that ‘iCloud had been hacked.’ The truth, of course, was a little different. As we suspected at the time, and Apple later confirmed, the ‘hack’ wasn’t really any such thing. A combination of two techniques were used to gain access to the iCloud accounts.

First, phishing: sending emails designed to look like they were from Apple asking the celebrities to login to their accounts, and directing them to a fake website made to look like the real thing. Second, guessing the answers to security questions – something easier to do with celebrities given the amount of biographical information available in the public domain.

That’s not to say Apple was entirely blameless. iCloud did not, at the time, offer two-factor authentication. Given that an iCloud backup is a near-complete copy of all the data stored on an iPhone, that was something which should have been included from the start. But the bottom-line is that iCloud itself wasn’t really hacked in any meaningful sense of the word.

It was this week confirmed that phishing was the approach taken by the main offender in this case. In other words, nothing whatsoever to do with iCloud security. This news hasn’t resulted in a single headline in the mainstream media. The average non-tech person out there still believes ‘iCloud was hacked’ …

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PR Stories February 22, 2016

AAPL: 96.88

0.84

As Apple looks to continue to expand the content available on the new fourth-gen Apple TV, Variety reports that the company has hired a former Viacom publication relations representative to handle content relations for the Apple TV.

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PR Stories February 17, 2015

Long-time Macworld editor Chris Breen joins Apple

Chris Breen, a long-time writer and Senior Editor for Macworld, has decided to leave a long-time career of journalism covering the Cupertino company and take his talents straight to Apple itself.

According to a post on his personal blog:

Just a note to say that I’ve left Macworld to work for a Cupertino-based technology company you may be familiar with.

There are loads of reasons for the change, but blend them together and they add up to my desire to try something different before I don the large shorts and spend the bulk of my remaining days looking for my misplaced spectacles.

“Chris has been such an essential staff member that the word “essential” seems woefully inadequate to describe him,” wrote Macworld’s Susie Ochs.

This news comes several months after another long-time journalist, Anand Shimpi of AnandTech.com, also retired from writing to join Apple.

As with Anand, it’s not known what Breen will be doing at Apple. Being part of the post-Cotton PR team at the company is definitely a possibility, but the fact that another Macworld Editor Jon Seff was picked up for the secretive Apple University training program might shine some light on what Apple is doing with these journos.

PR Stories August 31, 2014

 

AnandTech founder and EiC Anand Shimpi announced last night via a post on the site that he had decided to retire from technology journalism, but didn’t specify what he’d be doing instead. Today, Re/code reports that Shimpi will be going to Apple, as confirmed by the tech firm’s representative, though his exact role is still unknown.

Earlier this year AnandTech’s Brian Klug also left the site for a role at Apple with a focus on building mobile processors for the company’s iOS lineup. It’s possible and perhaps likely that Shimpi will be taking up a similar role in quality assurance or marketing.

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PR Stories February 5, 2013

WSJ says Apple’s PR goes on offensive as competition heats up

The Wall Street Journal is out with a report today that claimed Apple’s press relations team has tried “a little harder to get its message out” by sending members of the press an increasing number of positive third-party reports about the company. The Wall Street Journal described one of the reports Apple PR sent out as a “study predicting that by 2014, Apple will be as accepted in the enterprise as Microsoft is today.” According to article, Apple has sent out five reports in a month since the starting of 2013, representing quite an increase compared to the past.

Apple issued a press release last month for the minor iOS 6.1 release, as well as the 128GB iPad released today ahead of Microsoft’s new 128GB Surface product. The Wall Street Journal said a person familiar with the matter claimed it’s a “recognition that competition is heating up.”

Apple, and indeed virtually all its competitors, send reporters favorable studies from time to time. But the five reports Apple has sent since the start of the year, mostly related to mobile market share, represent more than recent months… Apple has long been willing to sing its own praises when it needs to, issuing press releases about major milestones, products and sales. So rather than a big shift, the latest moves represent a recognition that competition is heating up, a person familiar with the matter says. Apple also has more to cheer internationally, with growth in countries like China very strong.

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