Monday, March 30, 2015

Why Apple Feels the Need to Defend Steve Jobs - Bloomberg Business

I recommend reading both books

"The PR offensive is “purely an emotional issue, not a business issue,” says marketing consultant Regis McKenna, a longtime friend of Jobs who worked closely with him in the 1970s and early '80s. While Isaacson's book was almost universally considered far more positive than negative, he understands why Cook, Cue, and Ive felt so strongly about it having fallen short of their expectations. Call it an artifact of the perfectionism Jobs demanded for Apple's products, he says. The executives "all take it personally, because they are all a reflection of Steve,” he says. 
Those executives may well see this as their last, best chance to influence how Jobs is perceived in the future. While they probably had little choice than to talk to Isaacson—he was Jobs's hand-picked biographer, after all—they agreed to speak to Schlender and Tetzeli after Jobs had died. Schlender, in particular, was a familiar and friendly face. He's an artful writer who has covered Apple for more than 20 years."
Why Apple Feels the Need to Defend Steve Jobs - Bloomberg Business
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