With the launch of iPhone 6 Tim Cook must know how to calm the Apple haters

Eighteen months, during which time Tim Cook already has served as CEO of Apple, have stood for it is very difficult. Since the death of Steve Jobs, many journalists and bloggers are grasping at any excuse to talk about the approaching end Apple. Take the story of the fall of the company's shares - is far-fetched connection between the machinations of speculators and "inept" work on Cook remains the most iron argument yablonenavistnikov. Even despite the fact that the company's financial performance does not indicate any problem for Apple. Tim Cook seems to have not yet figured out a way to stop the flow of false information about the company entrusted to him.

Negative press coverage pursue Apple throughout its history. In the mid-90s, when the company was going through the most difficult times, journalists vied wrote about the imminent bankruptcy of the "Yabloko" - even though they knew that the company has been notable cash reserves. And wrote about how Microsoft «saved» Apple cash infusion - even though they knew that this was more of a small investment PR trick that Apple has provided a service to its competitor, at the time was fighting for his life in court against the Ministry Justice. Whether for the sake of lifting the attendance of their sites, or to mess with the company's reputation - a crowd of tech reporters Apple for years besieged his writings, by feeding each other infopovody to publish a new negative misinformation.

However, Steve Jobs was a way to stop this flow, sometimes just calling a press conference to represent the developments on some future project, regardless of whether he is ready or already not. When the song "Apple's doomed" brought because it seemed according zhurnalyug, delays in the release of iMac G4 (those "lights Jobs"), Steve gave a presentation interface still unfinished Mac OS X. Once again he plugged haters, when he announced that removes from the title, the word "temporary". Formally, it did not mean anything, but it was a map, which he was saving up his sleeve until the moment when it became necessary to divert attention from a fresh pile of fabricated materials. iPhone 6 is already ghostly looming on the horizon, and Tim Cook is near when he will have demonstrate their methods of dealing with the curse, whose influence on public opinion is dangerous underestimate.

Remember the hype about "antennageyt" in the iPhone 4, when journalists lit the internets bunch of dramas about the widespread communication failure, if the iPhone to take in the left hand and attach to her left end smartphone? Jobs did not engage in a discussion with the scribblers, and instead called a press conference and promised all owners of "fours" Freestuff bumper that eliminates never confirmed later constructive shortcoming. Scribblers left holding the bag, having lost as a reason to continue to write about the fictional "antennageyte", and about the first report on the distribution of free bumper.

Next was a very successful iPhone 5, which broke sales records and bought up so briskly that one Samsung Galaxy accounted for almost two iPhone. But those who are not looking at the facts, read fables antiyablochnyh trolls in the press, everyone sees differently: they painted a picture in which iPhone 5 was the failure of products to be useless "map" the port, requiring the purchase of an optional adapter, only to be charge; overcrowded and finished goods warehouse, which is why Apple is strongly reduced orders. In fact, Apple maps about as accurate as Google Maps, they replaced (well, with some reservations, of course, with great reservations - approx. trans.). Lightning cable included with the device, and iPhone - the best-selling smartphone in history. But despite all this, Tim Cook could not figure out how to expose all the lies spread by the media about the company. And since I will soon be iPhone 6, something should come up with effective very quickly.

Cook's first mistake was sorry for the "Maps", a product that everything was okay. All he did was fed antiyablochnym journalists still a piece of meat to chew, they continued their work. In stark contrast to the fact that Jobs did with bumpers. They never apologized for the error - he did so that these phone stories have come to naught. Based on Apple's history, one can assume that the iPhone 6 will be full of new features and enhancements. Based on the history of those who earn the company about the articles, they will continue to lie and invent tales that all the positive features of the device will not work. Tim Cook knows what it will be. Last year, he allowed a lie to tarnish the reputation of a great product. Jobs also showed that he knew the press the game and know how to turn them to their advantage. Now we need to learn from history and to be fully prepared.

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