MG Siegler writes about Apple’s current attitude towards the press

“Like most people, I was following Tim Cook’s talk at the D11 conference with great interest. And while it generated a lot of headlines, it became apparent quickly that not much was actually being said. Just to make sure, I went back and watched the entire interview. One thing stuck out above all others:
It was boring.”

Excellent text by MG Siegler. Tim Cook’s interview at D11 might as well have been the same from last year. When there is not that much to be said, maybe it’s a good idea to adopt radio silence to favor the mystery.

Tim Cook has been talking a lot about the Magic that happens at the intersection between hardware, software and services. I’d say that there is a fourth factor in there, which is the same factor that has been important for Magic since the beginning of time: the space occupied by the spectator’s imagination. He might be dead curious to figure out how that magic trick just happened right before his eyes, but at the same time he knows that once he understands it, the magic will go away.

Expectation and anticipation are essential. There is no better proof than the cold reception after product announcement events which have been easily overshadowed by absurd rumors or revealing leaks that ruin all the surprise weeks before the actual event.

In his text, MG Siegler says the following:

“The truth is that we don’t really want most of these answers. If Cook answered every inbound product question, we’d be happy for five minutes and then disappointed by next week. And by the time the product came out, we’d be downright bored.”

It’s always nice to see Tim Cook outside of Apple keynotes. But I have to agree that it would be a whole lot cooler if aside from his calm speech, his soft tone and pleasant southern accent, we didn’t already know exactly what he was about to say.

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