How Apple Nurtured Fake Steve - Bits - Technology - New York Times Blog

Plausible... 

Why doesn’t Apple advertise in Forbes, or provide its reporters access to its chief executive? One could trace the ill will back to Forbes’s misguided December 1996 cover on then-Apple chief executive Gil Amelio –- which predicted that a visionary Mr. Amelio would revitalize the company by purchasing the Be operating system. The article was published about a week before Apple instead bought Steve Jobs’s startup NeXT, triggering the sequence of events that would lead to Mr. Amelio’s ouster and Apple’s new golden era.

In the process, Apple, which hated the cover, excommunicated Forbes and its reporters, leaving them to linger on the periphery. And what do you do when you’re out in the cold and there’s a fun party inside? You lob water balloons through the window.

How Apple Nurtured Fake Steve - Bits - Technology - New York Times Blog