Apple’s vice president of internet software and services Eddy Cue sat down with CNN’s Brian Stelter to talk about Apple News, the company’s built-in news reading app for the iPhone and iPad.
At the end of the interview, Cue gave his candid thoughts about the press, a group that Apple often ignores or opposes.
CNN: There must be times when you read the news and you seethe. You see a story about Apple that is wrong, you see a rumour about Apple that is crazy [and so] it’s interesting to see you talk about how much you appreciate journalism given that Apple is so severely scrutinised in the press.
CUE: We appreciate great journalism more than rumours, certainly. But, then again, journalism is very, very important and we wouldn’t trade it for anything in the world.
The inference being that Apple appreciates journalists who tow the line rather than expose inconvenient truths about the company.
Apple has been under much scrutiny since the iPhone became so successful, engaging in a dramatic showdown with Gizmodo after it obtained a pre-production iPhone. Steve Jobs personally called Jesus Diaz, Gizmodo editor in chief, to ask for the device back. Gizmodo was then blacklisted from Apple events.
Mark Gurman, one of the most influential Apple bloggers, wrote a long article on how Apple controls the media narrative using access (usually to upcoming products or news) and aggression describing Apple’s press team as “probably the best in the world.”
When Katie Cotton, the long-time head of Apple PR, left the company, Valleywag, the snarky blog dedicated to covering technology, wrote the headline: “Goodbye to Katie Cotton, the Queen of Evil Tech PR.”
You can watch the whole video here: