Brace yourselves: the Apple iPhone machine is revving up
Apple is like Howard Stern, or Fox News - either you love it or you hate it. But the key is that even if you hate it, you may be compelled to be part of the conversation, which makes you part of why Apple's machine is so powerful. Marketing is a blunt weapon that only looks for one thing: attention. So, even if you think you're railing against the machine by starting flame wars, or even just voicing your opinion on Apple, you're still putting attention towards it, and feeding the machine.
It's an amazing phenomenon, and one that we in the news business are complicit in. There will be many of you who get annoyed by the amount of Apple coverage that has been happening in the leadup to today, and no doubt you will be even more upset today as the iPhone announcement draws closer. Many Nokia and Motorola last week, or the coverage that Samsung or Google get when a flagship phone is launched. This is the way it works. News comes in waves, and right now the Apple tsunami is about to crest.
Some will also say that we in the media need to give Apple less coverage, but we need to remind those people that the media is something of a mirror - we want to inform the public, but we will always give more time to topics that people are more interested in. And, the only measure of interest we can really pay attention to is views, because that ties to engagement, and to advertising, which is what keeps us in business, and able to give you information for free.
That brings us right back to the beginning, because we feel like right now is the perfect time to point out the hypocrisy of the average fanboy. We can't argue with the fact that stories about Apple get more engagement than most, and so we give our audience what they want. We do the same thing when Nokia has a big announcement, or Microsoft, Google, Samsung, HTC, etc. Today is Apple's day, and so we give the time to Apple.
If you don't want to be part of the Apple machine, it's on you to not give news media your attention. There are people out there who want to know all of the information that we will be passing along, and our responsibility is to those people. If you aren't one of them, it's your responsibility to not click the links, because we can't do that for you. If you don't want Apple news, don't click on Apple news, and don't be part of the machine.
Otherwise, brace yourselves: the new iPhone is coming.