Apple Computer's PR Strategy 
Saturday, April 5, 2008, 03:31 PM
Apple Computer is suing the City of New York for trademark infringement. The city's new environmental campaign, called GreenNYC, uses a green apple woven out of an infinity symbol as its logo. Apple, apparently afraid that people might come to associate the company with environmental consciousness and generous support for civic projects, has decided to take the matter to court to preserve their image. Shown below are two of Apple's logos, with the city's logo on the right.

To be clear, I am not some sort of Mac Hater; I own a Mac, grew up on Macs, and love the computers -- I just hate the company and the way they do business. The company is consistently marked by arrogant disregard for anyone other than themselves (including their customers -- the iPhone $200 price drop for example), and a calm assurance that they know what you want better than you do. Take iChat for example, which refuses to allow you to create a "user info" page for when you friends click on you and press "get info." Steve Jobs says you don't want that feature even if you think you. Or the old MacBook that used to catch your pants on fire because Steve Jobs wanted a computer without a fan so very badly. What were you thinking anyways, trying to set your laptop on your lap?

Throughout the multiple iterations of its operating system, Apple has made sport of its loyal software developers, springing massive platform changes with little notice and taunting them to "keep up if you can." If you ever wonder why there's so little non-Apple software for the Mac, the answer it not simply the small market share: it's Apple's general hostility and arrogance towards its developers. Adobe just discovered first hand that loyally developing software for the Macintosh platform isn't going to get you any loyalty in return. The company just explained why the 64-bit version of Photoshop will not be available for Macintosh:
At the WWDC show last June, however, Adobe & other developers learned that Apple had decided to stop their Carbon 64 efforts. This means that 64-bit Mac apps need to be written to use Cocoa (as Lightroom is) instead of Carbon. This means that we'll need to rewrite large parts of Photoshop and its plug-ins (potentially affecting over a million lines of code) to move it from Carbon to Cocoa.

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