‘Apple must’ expect WWDC disappointment

Apple has big plans for WWDC 2014

Once the darling of global media Apple’s dedication to excellence and support for key issues: the environment, working conditions, tolerance and equality mean it is now the media’s favourite whipping boy.

This means that whatever the company announces at WWDC 2014, it must already be prepared for headlines such as:

“Obscure indie developer says he’s “disappointed” with WWDC”

“Apple’s new product is a miss says a competitor”

“Samsung chief dismisses new Apple announcements, says the company pre-emptively copied the product months ago”

“Google steals Apple’s thunder with all-new bells and whistles vapourware”

“Apple faces a big challenge in wearables where [insert some obscure company name] dominates, says Strategy Analytics”

“Ha-ha-ha, says Steve Ballmer, from his retirement home”.

That’s just the way it is. Apple’s prepared for this, of course — it encountered similar reactions when it launched:

  • iMac
  • iBook
  • iPod
  • iPhone
  • iPad

So I doubt it’s too worried.

However it seems pretty clear the silence you hear is the world’s media pre-preparing its regular “We’re disappointed” vitriol to greet whatever it is that does emerge from the world’s leading disruptive product developer.

Don’t be too disappointed when they publish this stuff — pity each one of them for sacrificing journalistic integrity in order to satisfy whatever vested interest pays their rent.

Jonny Evans

Watching Apple since 1999. I don't say what they should do. I say what they might do. They sometimes do.

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4 Responses

  1. Elmor says:

    A good read, and accurate, too. I don’t think of myself as jaded, just experienced.

  2. filecat13 says:


    Not to be contrary, but to sacrifice journalistic integrity would require one to have it in the first place, nay? I think your last prepositional phrase is really to the point, and I’d love to see it led in with “…pity each one for shamelessly exposing themselves as paid shills with no integrity…”

    Sorry about the nit, but while I do pity them, I’ve never considered them as having journalistic integrity.

    Again, Apple Must is a cool idea, and I wish you much success.

  3. Constable Odo says:

    There were a lot of disappointed people when they heard Apple lost its number one brand ranking to Google. Many were claiming it was the end of Apple for all time because the company is beng run into the ground no longer worth what it used to be worth. Google is now considered the most powerful and most influential tech company on the planet. They say that Apple had its day but the future is Google’s.

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