Photo: Via Pretty Daises on Flickr
For the most part, Apple has an adversarial relationship with the press.It doesn’t answer to inquiries, and it doesn’t make its executives available for interviews or comments unless it’s a major issue.
However, there are exceptions to Apple’s treatment of the press. Namely, Walt Mossberg and David Pogue get first-class treatment, according to Adam Lashinsky’s book, Inside Apple.
Apple “actively caters to” Pogue and Mossberg, says Lashinsky.
For instance, a former iTunes engineer said he got a phone call at home because Pogue’s Apple TV was crashing:
“They wanted me to go through the development logs of David Pogue’s Apple TV. I’m like, ‘You’re kidding, right?’ Because what happens is that when there’s a fire, if you want to get it out as fast as possible, you call every single expert. Apple TV was getting ready to release and Apple is very concerned about public perception.”