John Martellaro, former Senior Marketing Manager at Apple, has written an article shedding light on Apple’s practice of “controlled leaks” of upcoming Apple products. He points to the Wall Street Journal’s recent Apple tablet piece likely being one of Apple’s approved media leaks. Martellaro goes on to give reasons Apple would want to do this. […]
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Former Apple Marketing Manager Reveals Apple's Secret of "Controlled Leaks'

logo-apple-gray.pngJohn Martellaro, former Senior Marketing Manager at Apple, has written an article shedding light on Apple’s practice of “controlled leaks” of upcoming Apple products. He points to the Wall Street Journal’s recent Apple tablet piece likely being one of Apple’s approved media leaks.

Martellaro goes on to give reasons Apple would want to do this. Reasons like motivation, market research, competitive, and hype-building. Montelaro also says these leaks are always handled in person or over the phone, so as not to create a traceable paper trail, and it also gives Apple the ability to dispense information while still appearing to be super-secretive.

I know, because when I was a Senior Marketing Manager at Apple, I was instructed to do some controlled leaks.

The way it works is that a senior exec will come in and say, “We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!”

Lastly Martellaro points out that the WSJ’s report is credited to two reporters, which are Yukari Kane and Geoffrey Fowler. This creates confusion on who is exactly responsible for the report, while creating the ability for each author to deny responsibility. Also, Walt Mossberg, the foremost technology writer at the WSJ is not mentioned. That’s deliberate too. He’s not mentioned so as to leave his reputation and leadership status intact should something go awry.

This is so much fun to watch unfold. I’ve enjoyed covering this story, and I hope you’ve enjoyed reading about it hear at Mactropolis. Tells what you think and leave a comment!

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