About this article

Read time:

4 minutes

Category:

Opinion

Love it or hate it: why Apple is the new marmite

So Apple made more money in the last three months than any other company in history, ever. In fact Apple made more money last year than many countries’ GDP, including Portugal. The growth has been in part due to its expanding market in China and the continuing success of the iPhone. Sales for it’s other products, particularly the iPad are in fact down.

The coverage of Apple’s profit announcements has been relatively extreme in its opinion. At one end of the spectrum commentators consider it immoral to make that much money when Apple continues to use low cost labour in developing nations – at the other end is a celebration of the success of the iPhone and brand that is recognised globally. IMHO, for what it’s worth, I think that the key issue in all of this is that it’s a technology company that has taken the lead over the second biggest company – Exxon Mobile – an oil company.

It does appear that Apple is dammed if they do, dammed if they don’t. It’s in the business of making money. The company also holds the lofty aspiration of thinking differently. By this it means creating technology that makes markets and that’s what they did with the iPhone. While there is many that feel that there are superior devices on the market, the profit announcement shows that many still don’t.

To me what’s been most interesting about the recent coverage is how this original upstart and pretender to the Microsoft crown has become the technology equivalent of marmite – you either love it or hate it.

As a tech PR, I also love the statistics that have been used to highlight the amount of profit that Apple made. Tech journalist for the BBC Rory Cellan-Jones nailed some simply brilliant statistics in his report this week. My favourites were that it would take Tesco ten years to make the same £12billion in profits that Apple made in the last three months of 2014. Oh and that during Rory’s report that lasted 2.44 minutes, Apple had made another £0.25million.

Perhaps my favourite commentary of the Apple results however came from a Radio 2 DJ (yes, yes, I’m showing my age) who suggested that we nationalise Apple and put the profits back into the economy. I think that he perhaps had missed the point that Apple is in fact an American brand!

Claire Lamb is a consultant at Skout. She’s worked in technology PR for 20 years and has survived more bubbles than Michael Jackson.

About this article

Read time:

4 minutes

Category:

Opinion

Do tech companies need PR?

Is traditional media going to become a relic of the past?

Browse more blog posts

Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...
Posted on
byJack Snell
I recently attended a Mental Health Workplace Responder course by St John’s Ambulance. It is now a part of my responsibility to help create awareness of mental health issues at Skout and to be a point of contact for my team. I have discussed my role with the team in great detail so they know what I’m here for, alongside...
Posted on
bySkout team
Why was PR your chosen career? Coming out of a job in television journalism, I knew that a career working with words was paramount. I moved between several roles in marketing and communications at companies of varying sizes but had always wanted to work in the cut and thrust of an agency where client requirements could be very different from...
Posted on
byRebecca Brown
Over the past few years, poetry has become one of our Skout traditions. As we get ready to close the office doors for Christmas, we thought we’d share with you a festive poem in celebration of all our brilliant clients written by our head of client services, Claire James. Enjoy!  
Posted on
byRob Skinner
Just over 31 years ago, in a speech to mark her 40th year of reign, The Queen told the world that 1992 had been her annus horribilis. To quote, “not a year on which I shall look back with undiluted pleasure.”  During that year, three of The Queen’s children had separated from their spouses, the royal family had been plagued...
Posted on
byHonor Williamson
We invite you to join in on our ‘Big B2B Christmas Quiz’ to test your knowledge of all things Christmas, PR and marketing, pop culture and more before we head into the New Year.   Answers at the end (no cheating, please!). And don’t forget to let us know your score.  Marketing & PR  Christmas  Technology  News  Pop Culture  Answers 
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.