The german PR division of the corporate reacts in a disturbing means: Instead of answering the questions on why the iPhone 6 Plus is so delicate, a supervisor referred to as Computer Bild and informed us, that Computer Bild won't get any testing units and no invitations to official occasions any extra …
The video is the standard #bendgate nonsense: you possibly can see from the white fingers and shaking from the strain within the arms that a ridiculous quantity of drive is used. Apply that a lot pressure to most telephones and also you’re going to wreck them, as Consumer Reports discovered once they did their very own relatively extra scientific testing: it took 90 pounds of pressure to bend the iPhone 6 Plus.
But withdrawing media accreditation from a best-selling computer magazine bought in 9 European nations might sound overkill when Apple had already debunked #bendgate claims by stating that with greater than 10 million iPhone 6 fashions bought, only nine customers had complained. The firm additionally confirmed journalists round its iPhone stress-testing facility.
It is, nevertheless, in line with Apple PR’s strategy to press relations, as famous in part three of Mark Gurman’s Seeing Through the Illusion: Understanding Apple’s Mastery of the Media.
One reporter who covers a lot of know-how corporations opined that “the large distinction is that folks love Apple, and Apple PR is aware of it.” With that in thoughts, Apple “understands that they’re giving [journalists] a favor,” says Lam. “Apple is aware of it has one thing different journalists need,” one other reporter says.
Computer Bild responded with an open letter to Tim Cook by which it questioned Apple’s response and vowed to proceed its “incorruptible exams.”
Is this actually how your organization needs to cope with media that present your clients with profound exams of your merchandise? Do you actually assume that a withdrawal of Apple’s love and affection might have an intimidating impact on us? Luckily we wouldn't have to depend on units that Apple supplies us with. Luckily, plenty of readers are prepared to pay cash for our magazine to maintain us unbiased. So we're capable of purchase units to do our checks anyway. Even units of producers that appear to worry Computer Bild’s unbiased judgement.
The full textual content of the letter from Editor in Chief Axel Telzerow might be learn under.
Dear Mr. Tim Cook!
Just like anybody else who's obsessive about digital know-how we've got eagerly awaited the brand new iPhone. We felt aid when the top of our telecom division at some point shouted “Here we go!”, presenting an invite to the good occasion. And definitely we took a flight, went all the best way to California, simply to inform our readers each element concerning the system that you simply and your organization have labored on so arduous for such a very long time.
When the iPhone 6 Plus lastly hit the market we observed a couple of stories on a potential drawback. According to them the case appeared to be weak, “bendable”, to drop the evil phrase. Being fashionable for our exams with utmost scrutiny, we couldn't depart the topic with out remark. Of course that required additional exams since testing new merchandise with none prejudice is our obligation to our readers.
And so we purchased an iPhone 6 Plus, simply to seek out out whether or not it was a singular drawback or some sort of hoax. The check was fairly easy, so we might simply report it on video. Just to show that what occurs is nothing however the fact.
To be trustworthy: We have been shocked about how straightforward it was to bend the system. And so have been round 200.000 viewers who watched the video up till now. We can think about that you simply and your colleagues should have been shocked, too. This may need been the rationale why we acquired a name from one among your german colleagues the subsequent morning. He was upset, and it was a quite brief dialog. “From now on”, he stated, “you gained’t get any units for testing functions and you'll not be invited to Apple occasions sooner or later.”
Dear Mr. Cook: Is this actually how your organization needs to cope with media that present your clients with profound exams of your merchandise? Do you actually assume that a withdrawal of Apple’s love and affection might have an intimidating impact on us? Luckily we would not have to depend on units that Apple offers us with. Luckily, a variety of readers are prepared to pay cash for our magazine to maintain us unbiased. So we're capable of purchase units to do our checks anyway. Even units of producers that appear to worry COMPUTER BILD’s unbiased judgement.
Even if we're fairly dismayed about Apple’s response, we gained’t surrender our rules: We will proceed our incorruptible checks which have the identical excessive status within the german media-panorama as Apple has for its merchandise. So far. We congratulate you to your wonderful new era of iPhones, even when certainly one of them has a minor weak spot with its casing. But we're deeply disenchanted concerning the lack of respect of your organization.
Editor in Chief COMPUTER BILD-Group
Filed beneath: AAPL Company, iOS Devices Tagged: AAPL, Apple, Apple PR, bendgate, Computer Bild, Consumer Reports, Europe, iOS, iPhone, iPhone 6, iphone 6 plus