Fake "proprietary screw" experiment shows how easy it is to hoodwink the Apple blogosphere

By now it is an everyday phenomenon that each small step Apple takes or doesn't take - from trivial patent filings to the type of trees on the Cupertino campus - is being reported with zealot frenzy by the Apple-dedicated blogs and most every other publication that focuses on the industry.

Last week Lukasz Lindell, a Swedish designer, decided to show just how easy it is to make Apple news out of thin air and bamboozle the reporting community. He created a very convincing, but entirely impractical screw design in his 3D rendering program, shot the picture in an email to himself and took a screenshot to make it look like James Bond work.

He then submitted the report to Reddit, implying in the email body that this is an asymmetric Apple screw that has been in development to keep prying hands off of the iGadgets. Needless to say, in a few hours Apple-dedicated blogs picked on it, and, while at first the story was reported with shreds of doubt about the source, after it hit Facebook comment streams, all critical thinking was lost, and the deep analyses of the implications behind this proprietary asymmetric screw began, until the hoax was revealed by the Swedish designer:

This experiment confirms once again how powerful Apple's viral marketing strategy is - the company rarely issues official statements or touts its products outside of its website, stores and announcements, but each small step it takes creates enough buzz to keep it front and center in the tech news cycle every day of the week.

via Forbes



1. starandmountain

Posts: 53; Member since: Apr 01, 2012

hahahahhaaah, dumb?

2. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

The only thing that surprises me is that the screw wasn't 'rumored' to be a telepathic link to Steve in the hereafter. I guess the requisite number of participants in the game of Telephone wasn't reached.

3. darktranquillity

Posts: 285; Member since: Feb 28, 2012


10. Hammerfest

Posts: 384; Member since: May 12, 2012

iKnow right?

4. bobfreking55

Posts: 866; Member since: Jul 15, 2011

i wonder why this is only applicable to apple.

5. Nookie4u

Posts: 133; Member since: Aug 13, 2012

I initially thought that screw meant like to screw the iBlogs until I saw the actual 'screw' lol.

6. jael206

Posts: 147; Member since: Jul 18, 2012

apple screw screwed apple!! hahahaha!

7. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

Hahaha nice one, what a reality.... :D

8. smartphonemad

Posts: 42; Member since: Jul 10, 2012

This changes everything

9. MeoCao unregistered

People will believe whatever when they hear the words "proprietary" and "Apple" linked together.

11. speckledapple

Posts: 902; Member since: Sep 29, 2011

Actually it just shows how much people use companies like Apple to fill their lives somehow. Those people are often not very critical nor intent on looking pass what is there. So sad.

12. ivanko34

Posts: 617; Member since: Sep 04, 2011

Apple has already sent it to his local patent office

28. joey_sfb

Posts: 6794; Member since: Mar 29, 2012

And filed a lawsuit against the Swedish designer, damage amount to be determine should range from 2 to 3 billion dollars.

13. McLTE

Posts: 922; Member since: Oct 18, 2011

This is really nothing to do about Apple.. and all about the internet bloggers that do NOTHING to substantiate any stories before reporting. This just highlights irresponsible reporting!

16. remixfa

Posts: 14605; Member since: Dec 19, 2008

your point is mostly correct, but it is also specifically about apple bloggers since they go in a frenzy over any piece of info they find.

14. remixfa

Posts: 14605; Member since: Dec 19, 2008

anyone else notice that it looks a lot like the computer input ports that R2-D2 accessed and spun left/right in the original Star Wars movies? :) just immagine an access hole right in the center, and boom.. its a replica. Dont even ask my how I remember that lol.

17. Jobes

Posts: 364; Member since: Oct 27, 2011

Hahaha I thought the same exact thing, R2-D2 hacking the elevator console.

18. tedkord

Posts: 17410; Member since: Jun 17, 2009

Apple stealing more from droids? ;) My concern is for the readers of the blogs that went public with this exclusive. Many had already begun rationalizing that Apple had invented screws, now they have to unlearn that.

23. Jobes

Posts: 364; Member since: Oct 27, 2011

Apple simply invented and filed for the patent on the "look and feel" of how to to "screw you"

26. remixfa

Posts: 14605; Member since: Dec 19, 2008

oh.. i see what you did there... ooooh. very clever sir. :) lol

25. jael206

Posts: 147; Member since: Jul 18, 2012

hahaha.. droid + swiss knife = R2-D2

19. Savage unregistered

Wow! People wetting their pants over a fake screw just cause it's invented by Apple? Ridiculous. Don't give Apple any more ideas to patent!

20. aoikemono27

Posts: 177; Member since: Feb 27, 2012

Most people who buy iPhones don't know or care about these BS rumors. The impact of bloggers and tech sites, and the so called "reaction" from readers, is all overblown. The same two people going nuts in the comments section does not constitute a movement.

21. master0fursinz

Posts: 104; Member since: Apr 26, 2010

LMAO!! This guy is awesome.. reminds me of the commercial "if its posted on the internet its gotta be true".. "Cant post anything on the internet that isnt true"

22. Immolate

Posts: 310; Member since: Jun 17, 2011

iScrew. Sounds like a confession.

24. jael206

Posts: 147; Member since: Jul 18, 2012

sigh.. this only shows how deep people are "screwed" by apple

27. remixfa

Posts: 14605; Member since: Dec 19, 2008

the amount of puns off of this and my star wars reference are hilarious. Who would have known that such a simple thing could spawn so many puns. lolol.

29. Edmund

Posts: 656; Member since: Jul 13, 2012

lmfao... a bit like fooling blind fanboys with a photo-shopped pic of a phone that doesn't actually exist - the galaxy note 2

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