Rumors at the Bar

post from Mac Geekery - Get your geek on. on 14 April 2006 02:34:19 AM. © Mac Geekery - Get your geek on.

In the course of the day, virtually every customer would I encounter will ask me if anything new is coming out, what I think about the rumor recently posted on some blog, when Apple will finally make another PDA, or when Apple will fix a bug "everyone on the Discussion boards is having." Such questions are a veritable minefield because, while wearing the the Genius shirt, we're not supposed to speculate. It so happens that anything we say is speculation, as we don't know anything. At all.

Apple is a markedly closed-lipped company, this everyone knows. Apple engages in what is called 'spherical branding.' The company presents a united front to the public, such that in most regards you have roughly the same experience regardless of which specific worker bee you happen to be speaking to. By presenting this united front, though, the public begins to treat Apple as something roughly Borg like, assuming that every worker bee knows about the product and support roadmaps. Reality is vastly different.

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