Gizmodo’s iPhone 4 story, as painted by PC World and IDG’s Apple haters
April 21st, 2010
Daniel Eran Dilger
Windows Enthusiasts are busily chattering about Gizmodo’s iPhone 4 exposé, attempting to either create elaborate conspiracy theories that suggest Apple planned the whole thing, or alternatively, insisting that Apple screwed up and allowed a leak disaster that it could have prevented. They’re all wrong, here’s why.
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What actually happened
In a nutshell, the simple facts of what happened are that:
1) an Apple engineer foolishly left his prototype device behind
2) somebody discovered it, but lacked the technical expertise to shut off its mobile connection, allowing Apple to remotely wipe the device
3) the person who took the device home discovered that it had been wiped the next morning, but rather than attempting to return it, shopped it around to tech blogs
4) rather than taking pictures of it and then attempting to sell the shots to legitimate media sources, the person sold the phone (which at this point was clearly recognized to be stolen property under California’s statues) to Gawker Media’s Gizmodo
5) Gizmodo then presented a series of reports that photographed the outside and inside, and additionally trampled the privacy of engineer who lost the device, supposedly in a non-sensical attempt to “save his job.”
6) Apple requested the device be returned, and got it back before Gizmodo could actually present any truly new information about the next generation iPhone.
What I suspect happened
Shifting from fact to opinion, I’ll suggest that Steve Jobs is irrationally angry that the device was leaked, but that no real damage was done because the leak didn’t really expose anything that wasn’t widely expected, apart from its basic industrial design.
The leak did make the next generation iPhone look like a significant leap forward, possibly quelling some users’ worries that Apple wouldn’t move fast enough to catch up to its rivals in terms of screen resolution, LED “flash,” and a front facing camera.
Without the leak, there would likely be some concern over the next two months that Apple might just drop a iPhone 3GS+ with slightly rewarmed features. But leaking hardware is not how Apple rolls, with the company preferring instead to drop surprise bombs that erupt in media attention just as the device is actually ready to go on sale.
At the same time however, the leak gives Apple the benefit of a Microsoft-style vaporware announcement, except that instead of this next generation iPhone coming out at the end of the year, it’s expected to drop in just a couple months. All together, it’s hard to make much of a case that this leak was really all that damaging to Apple (it probably did destroy the summer, if not the career, of the affected engineer).
What Windows Enthusiasts think happened
Get ready to visit Narnia. Every time I walk through the wardrobe to see what these crazy impudent creatures are up to, it’s like another century has passed, Microsoft’s empire has crumbled by another order of magnitude, and the fossils of the 1990s are busy dancing out their bizarre interpretations of how Apple is the purest evil in their universe.
A bungling Apple foolishly leaked details after shunning magnanimous Gizmodo’s offer to keep it under wraps
Let’s start with Jeff Bertolucci of PC World. His take: “Apple botched it” because when Gizmodo supposedly called the company to return the device that it had just spend thousands of dollars to acquire, Apple Inc. failed to appropriately rush out and retrieve it. Because we all know that the reason Gizmodo invested so much money in buying the prototype was so it could return it to Apple in the most expensive manner possible without in any way benefitting from the leak.
“A more open Apple could’ve simply taken the phone back and said ‘thanks,’” Bertolucci wailed in bitter scorn over the loathsome corporation that has made PC World look like a joke. “But doing so would have been an admission that the device was, in fact, property of Apple. And Cupertino doesn’t discuss its unreleased products–ever.”
Which is why Apple never asked for the prototype back, or well.. no I can’t even spin this as anything other than raving idiocy even with copious amounts of sarcasm.
Most bizarrely, this PC World tool wrote that last bit at the end of his rant, after beginning with the line “Since Cupertino’s legal sharks requested in writing that Gizmodo return the iPhone, there’s little doubt the handset is the real deal.” Seriously, Bertolucci, are you a joke upon yourself? Are you paid to make PC World look stupider?
Apple Screwed Up Handling iPhone Gizmo-gate – PCWorld
The only thing worse than Apple are the loathsome people who don’t hate the company
Bertolucci spent most of his article delivering angry missives at Apple’s “legal sharks,” by which he means the company’s general counsel, who responded personally and professionally to Gizmodo without any blustering legal threats. “Apple may decide to make Gizmodo’s life miserable with some sort of nasty legal action,” Bertolucci mused, as if there were some sort of non-nasty legal action one might take against another party.
Bertolucci then takes the usual shots at “Apple’s most rabid enthusiasts,” who he fears might “vilify Gizmodo for the iPhone leak.” Vilify? You mean “rush to read excitedly and then widely disseminate”? Or perhaps you had in mind “criticize for its douchy personal exposure of the involved engineer,” or perhaps “question the legal or ethical behavior of paying for stolen prototypes, and then, while criticizing the secrecy of Apple, fail to disclose any of the real circumstances involved in obtaining the scoop,” is that what you were trying to… vilify?
Bertolucci gloats that Apple’s “summer party has been ruined,” after blaming the company for mishandling “an opportunity to plug the leak” due to a corporate culture of paranoia. This is so mindblowingly ridiculous on so many levels.
For starters, Apple’s “summer party” just got several days of widespread free publicity. My mother now knows that a new iPhone is coming out, and she can’t really tell the difference between an iPhone and an iPod touch. This is kind of like the coverage Microsoft paid dearly for in releasing Project Pink under its new name, except that the news of Microsoft’s phone aimed at minors with a sexually charged, Zune-like ad campaign actually wilted before the company could even dismantle its PR event banners.
Secondly, Apple never had any opportunity to plug the leak that it failed to avail itself of; Gizmodo was never going to pay five grand or so just to help Apple keep its prototype under wraps, and anyone who is stupid enough to print that with a straight face deserves to be laughed out of their job. What Apple did do is wipe the device so that Gizmodo couldn’t report anything material about the prototype or its features. Something Microsoft couldn’t manage to do last year, if you’re keeping track.
After the wipe, Gizmodo didn’t know what CPU or other chips it used, couldn’t say what resolution the screen was, didn’t tell us anything interesting about the cameras, and couldn’t even start the thing up. I guess there’s still a few reasons to attend the party in June after all. But not so many reasons to blow streamers for Android or Windows Phone 7. Or Palm webOS or BlackBerry or Symbian. They’re now set to compete against a phone with a new level of hardware sophistication which erases several of the unique features they could once boast exclusively.
The Tales of Two Top Secret Stolen Smartphone Prototypes
What conspiracy nutters think happened
The other, equally absurd line of nonsense emanating from the dripping faucet of tech media outlets comes via Robert X Cringely. No, not Mark Stephens, the former Cringely who went on to write silly things for PBS. This is the anonymous, trademarked columnist brand name InfoWorld publishes because it thinks somebody out there is interested in reading a column written by a variety of people pretending to be as nutty as Stephens once was in the employ of IDG.
The column is written in an irritating style that spends a lot of time going nowhere, only to “bet” that “this was a deliberate plant by Apple to generate interest in the new phone for an audience suffering from post-iPad fatigue.”
There’s a few problems with that crackpot theory. For starters, nobody is suffering from post-iPad fatigue, and certainly not Apple. Is InfoWorld really suggesting that Apple is purposely creating a distraction away from its current big release in order to promote a device it doesn’t even have ready to sell? Because that would be insane. If Apple wanted to leak some limited set of details, it would hold an Apple Event and get the legitimate tech media scrambling to attend, just like it does with every other product it is about to release for sale.
Secondly, Apple didn’t need to “generate interest” in the next iPhone. The interest is clearly already there, or Gizmodo’s coverage wouldn’t have generated a huge media blip as the story got syndicated around. Apple doesn’t usually generate interest through leaked details. What it does do is stoke interest by not releasing any details. The media anticipates a release and tries to fill in details, because the interest that’s already there creates a demand for information. So again, InfoWorld is backward in thinking that Apple would want to leak details in order to create interest in the next iPhone that isn’t going to be ready for sale for a couple months.
When Apple announced the original iPhone six months ahead of its availability, there was no existing iPhone to distract away from. Same thing for Apple TV, which was floated a few months before it actually went on sale. But now that Apple has an iPhone and iPod touch and various Mac models, leaking details for an upcoming revision is only a bad idea because it can only possibly take away from sales of is existing products. Other companies practice vaporware when their existing products are not competitive and they want to suggest that their upcoming ones will be better than the existing offerings of their rivals. Apple isn’t really in that position.
The piece then asserts that Apple “has done on witch hunts for people who leaked secrets about products that suck and sued bloggers for revealing same.” No, wrong again. Apple sued bloggers in an attempt to discover and subpoena their sources within Apple, not to prevent writers from reporting leaked information. That’s a pretty critically inaccurate statement for a quasi-journalist to get wrong.
Cringeworthy: Will the real Robert X please stand up and say something non-ridiculous
InfoWorld’s trademarked Cringely is a terrible writer, completely uninteresting, entirely wrong about every fact bumped into in the article, and not even entertaining. Contrast this with “I, Cringely,” the real Mark Stephens, who writes on his own blog these days.
Stephen’s version of Cringely managed to come up with his own unique take on the story, by which I mean no, I’m lying and they both generated the same bucket of predictable slop. “A quick survey of former and current Apple employees (okay, it was only four of them) came out 100 percent on the side of this being no accident but a deliberate plant on Apple’s part,” wrote Cringely-Stephens.
Oh dear, looks like being named “Cringely” in any way is tantamount to having “WinCE” installed on a product. No matter what, you’ll have a painful expression on your face when you experience it, as reflected by the name itself.
Proof of the Cringely-Stephens conspiracy theory: “Look how the story grabbed headlines and created free buzz for Apple at a time when Apple doesn’t have a new iPhone to flog in the face of new phones from Microsoft and a bunch of new Android devices.” Oh really? Would this be the Microsoft phones Microsoft doesn’t yet sell and won’t bring to market until the end of the year, or the existing Microsoft phones that Microsoft can’t sell as its WiMo market share plugs into obscurity?
And are the new Android phones you speak of the same things that Apple is currently outselling by a wide margin with last year’s iPhone 3GS model? Apple sold more iPhones this quarter than it did during the holidays, but it needs some sort of distracting hype to set it apart from copycats? Please.
I, Cringely » Blog Archive » So a Guy Walks into a Bar…
Let me write conspiracy for you amateurs
What all these nutters in Cringely clothing seemed to miss was that Gizmodo’s mobile website is monetized by Quattro Wireless, which is now owned by Apple. So if you wanted to stir up an insane conspiracy theory that this was all staged by Apple to distract away from the iPad launch and the existing iPhone 3GS that’s still selling like hotcakes, and to convert Apple into a vaporware company that insinuates that customers shouldn’t buy competitors’ products solely because it has something better planned real soon now, there’s a much more intelligent way to suggest that up is down and black is white.
You could simply build a story that says that Quattro’s existing terrible ads (the kind Steve Jobs derided in the phrase “mobile ads suck”) were employed by Apple to gain some unsubstantial amount of advertising revenues from the media circus event that briefly glanced additional traffic upon Gizmodo’s mobile site. Apparently because the company is too classy to put ads on its own website, which has several times the traffic of Gizmodo, and desperately needs some way to earn a few bucks without anyone noticing.
Of course, such sketchy facts that seemingly support an inside job conspiracy (until you spend time thinking about it) are not needed when crafting a conspiracy theory, because anyone who wants to believe something doesn’t really need any facts to fervently maintain their position. And there’s scientific evidence available that indicates that people who want to believe something nutty will only cling to their ideas even more intensely when presented with facts that prove they are wrong. That’s why I don’t try to convince the nutters. I just laugh at them.

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