Quillnews usually doesn't fret about the inner in's and out's of the high technology industry (I save such obsessions for the news and petroleum industries), but as a growing consumer of the wonders of high tech, I have learned to pay a bit closer attention. Besides, one aging tech head (Jobs) who got a clue just had a multi billion dollar pay day by selling his fantasy factory (Pixar) to the Mouse House (Disney). Zowie. It is hard not to notice that kind of market impact. Despite the glitz of high tech, there are rules of engagement that these guys simply haven't learned. Courtesy and respect transcend industries.
What planet is Apple on?
The Mac Kool Aid Squad's ad department just kicked Intel in the nuts for a frat-house laugh. The 2001-ish images in Apple's new ad, with voice over by 24's take-no-prisoners Jack Bauer, reporting that iMac now uses Intel micro processors, was a multiple-bumper-shot of insults and arrogance: the ad house rips off images from a previous customer; they say that Intel has been stuck doing boring things for its entire existence (say wha?); and asserts that it is only now when Intel is in iMac will Intel be fully realized and do fun and neat things. Hmmm. If so, why did it take Apple so long to sign with Intel? And why does Mac only have 6% of the market to begin with. Is the other 94% of the market stupid?
Quillnews questions: who in Intel approved this ad by Apple? Don't you guys have any self-respect? Don't you mind being Job's new bitch in a smart ass Mac ad? And best of all, how far up the food chain did the management approvals go on this ad in Intel and Apple? Intel tech wizards need to pay closer attention to the rep of its corporate brand. This ad translates into Intel being a dullard who don't mind being humilated during recess in the school yard by a class' smart ass with a rep as a narcissictic bully. And at Apple, was this ad given the OK by a punky wanna-be inside trying to ape Job's arrogant market branding strategy. Or was it Jobs himself, revealing in fact that Apple has a serious character flaw at the core of its corporate culture that is beyond the perception or management of its current executives? Let me put it simply. This kind of smart ass ad would never fly in a mature industry where companies are forced to deal with competitive vendors, suppliers, partners, shareholders and customers who demand performance and price. In such environments a business's behavior toward others must display a mimimum level of mutual respect for the challenges faced by the entire community and upon whose good will you rely. I know in the oil business, you insult a partner in public like this once, you'll be lucky if you survive the market reaction to get a second chance. (Apple Ad, Intel, Engadget, EG2, Jobs' payday)