Apple imports gagging

An Apple IMC response to my inquiries about its retail outlet in Cape Town highlights what seems to be a new culture of paranoia and spin that some foreign firms are importing along with the products they punt.

A new Apple retail outlet opened last week at Cape Town tourist and shopping Mecca, the Victoria & Alfred Waterfront.

The shop`s staff told me it had been running for 10 days and that business was "great". They said it was directly owned by local Apple distributor The Core Group, which trades as Apple IMC.

It seemed strange, though, that there had been none of the marketing and fanfare that usually comes with such an event. Especially if you consider that Apple`s customer base in SA is loyal but still very small, and Apple has taken 10 years to get its marketing and distribution act off the ground in this country.

Thinking people might want to know about the new outlet (and Apple might like people to know about it too), I contacted Apple IMC`s PR firm to ask about the opening and to do a telephonic interview.

No dice. I received an e-mail in reply, stating:

"Apple International are now requesting that all media enquiries are addressed as per the following:

1. Questions are submitted in writing.
2. The writer agrees to allow Apple IMC to see the article beforehand - should they decide to comment - and grants them the right to rectify any mistakes and inaccuracies.
3. No telephonic interviews will be given - only in writing or face-to-face with recording devices."

It`s a general rule of thumb that the way a company treats the media is usually a reflection of the way it treats its various stakeholders.

Paul Vecchiatto, Correspondent, ITWeb

In 1992, I received a similar request from a self-important United Nations official in Lesotho just before the general elections there. So, I wrote my copy in what I said was Zulu and since he could not understand it, he had to approve it - a matter of simple subterfuge getting around dumb rules.

While dealing with petty bureaucrats is one thing, it is totally another when dealing with companies that are supposed to have sophisticated media relations.

It`s a general rule of thumb that the way a company treats the media is usually a reflection of the way it treats its various stakeholders - including customers, suppliers and investors.

Since I only wanted a bit of general information, I was rather taken aback at the response.

I have no objection to giving a person the chance to check the facts in an article, especially in a complex arena like IT. However, even a simple issue as that of opening a retail outlet can become quite controversial. Not because I made it so, but because there is already controversy surrounding it. For instance, Apple, a vendor, has been moving into the retail space. In the US it has opened 10 retail stores, six in the UK and four in Japan.

Apple does not directly own Apple IMC. However, the local distributor seems to be mimicking its big brother in word and deed.

So here are the questions for Apple IMC:

* Are you the sole proprietor of the store at the V&A Waterfront?
* Is this part of a plan to move directly into the retail arena in other areas?
* What steps have you taken to communicate your plans with the established Apple Centres?
* Is the pricing at your store different to what the Apple Centres are allowed to sell?

Apple produces some of the coolest IT products. However, its precious media manners can be equated to the disdain with which it treats customers and stakeholders - an attitude that is trickling all the way to the bottom.