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Brace yourselves: the Apple iPhone machine is revving up

Posted: , by Michael H.

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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
Brace yourselves: the Apple iPhone machine is revving up
of you will also accuse us at PhoneArena of being biased towards Apple, and in doing so you'll have to actively ignore the amount of coverage we gave to 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.

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2. PapaSmurf posted on 12 Sep 2012, 10:51 10

Lol Michael writes the best articles on the site hands down. Brace yourself people!

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25. Nathan_ingx posted on 12 Sep 2012, 11:32

Thought of dissin' Apple but Michael has 'intimidatingly' changed my mind. :D

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3. phljcnth posted on 12 Sep 2012, 10:51 4

In short, this is a disclaimer.

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4. Nikolas.Oliver (limited) yesterday, 05:08 posted on 12 Sep 2012, 10:54 1 1

blackberry news will burried in hell, poor rim :-(

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5. twens posted on 12 Sep 2012, 10:54 4

I am a G note user,waiting for the note 2 but I want to know what the next iPhone is so I make mockery out of it....so am eagally waiting for the announcement. Any how its gonna be,I still know my note 2 is light years ahead of the iPhone.hihihi

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20. nicholassss posted on 12 Sep 2012, 11:23 1

memorizing all the iphone specs and features so you can smash on iphone users with how much better every other phone ever is?

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7. moofoodooloo posted on 12 Sep 2012, 10:55

Damn good article Mike. Its obvious a lot of us need the education..

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8. nwright94 (unregistered) posted on 12 Sep 2012, 10:55 1

SPOILER ALERT!!
Weird how this was posted as I watching Ned stark being decapitated.

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27. andro. posted on 12 Sep 2012, 11:33

I bet Ned stark would not have put up with any apple crap in winterfelt,the lanisters would be making love to the iphone in comparison!

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10. and.then.he.said. posted on 12 Sep 2012, 10:58 2

apple. android. this comment has both, so therefore it wins.

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11. moofoodooloo posted on 12 Sep 2012, 10:59 2

So the best thing iPhone haters can do is shut up. Stop clicking the links, stop giving the articles so much attention, stop posting stupid comments. PA is raking in the ad revenue when an iPhone related article is clicked on.

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32. EclipseGSX posted on 12 Sep 2012, 13:21

So basically you're saying don't help PA get money...on their own website...genius

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12. structureman116 posted on 12 Sep 2012, 10:59 1

This is probably to most sensible article I have ever seen on PA. You can swap the name Apple with company X, and this article will still apply in during company X's time to shine! While I despise the iphone and voice my opinion on that, but before being an iphone hater I consider myself a technology geek. I want to know what is new with everything mobile phone and tablet related.

Well said Michael H...well said!

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13. Berzerk000 posted on 12 Sep 2012, 10:59

Looking forward to it, I'm at school right now and I'm sneaking on here to get the news lol. Don't disappoint Apple, try your best, try to pry me away from Android.

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22. nicholassss posted on 12 Sep 2012, 11:24

Personally, if i was given an iphone, i'd sell it and get somehing better but, For my less nerdy smartphone user friends, this will be jsut what they're looking for. Stylish(albeit ugly), fast data connection (assuming other companies let the LTE slide) and it can play angry birds.

LETS SEE WHAT APPLE HAS TO OFFER TODAY!

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23. omacmagics posted on 12 Sep 2012, 11:31

I'm an android fan but of course I'll be clicking d apple articles to see what d commotion n hype is all about lol!

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26. xtian1103 posted on 12 Sep 2012, 11:32

"it's your responsibility to not click the links, because we can't do that for you." - well said

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29. mas11 posted on 12 Sep 2012, 11:54

My issue is I want to read about the new iPhone, but they cover this event more than Nokia and Motorola's combined. It's too much and I know you addressed it in the article, but still too much.

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31. laghari posted on 12 Sep 2012, 12:25 1

That doesn't change anything. It's still iphoneArena.

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