Another ‘What Apple Should Do’ piece, this time by former Apple exec Jean-Louis Gassée.
Attacking competitors, pointing to their weaknesses, and trumpeting one’s achievements is better done by hired media assassins. A company, directly or through a PR firm, engages oft-quoted consultants who provide the required third-party stats, barbs, and encomiums. This isn’t theorizing, I once was a director at a company, one of many, that used such an arrangement to good effect.
Gassée thinks Apple needs public relations tactics more like Microsoft’s. How’s that working out for Microsoft these days?