Seeing Through the Illusion: Understanding Apple’s Mastery of the Media →
There’s a lot of speculation and implied motivations along the way that aren’t well-supported, but looking past those, this is some fascinating reporting by Mark Gurman into what would be a very boring department at most companies.
Especially interesting is the different approach to PR that Tim Cook is allegedly taking. To nobody’s surprise, it’s remarkably effective, pragmatic, rock-stable, and quietly powerful — the same characteristics Cook brings to everything he reasonably can. What we’ve seen from Cook’s leadership so far bodes extremely well for Apple’s future.