Blogging Apple and Naming Names

[UPDATE 26 March 2015: I want to make clear re the content below that I am completely unaware of anyone mentioned receiving any remuneration from Apple nor do I believe they are receiving any compensation from Apple.]

Oh my God, Brian! Why do you hate Apple so much!

I thought you loved Apple!

Believe it or don’t but I am asked this on a nearly daily basis.

What follows, as it must be said, is my opinion.

Of course I don’t love Apple. Apple is a giant for-profit corporation based in California with nearly every one of its hundreds of millions of products made in China.

Is Apple even a lovable thing?

I mean, I guess I can “love” my iPhone the way I love an icy cold Coke. I do think of Apple as the tech of Coke, but I’m not sure this is love. I use an iPhone and a Mac for various tasks and these serve me reasonably well.

Who could possibly love Apple? Apple isn’t even Apple. It’s Apple Inc. And the fact that it’s Apple Inc is why I blog about Apple daily.

Apple Inc is the biggest company in the world. It has a user base of nearly 1 billion persons. It has about 600 million computers in active use. It is richer than Exxon or Walmart or Google. It’s smartphones have about a 50% market share in the US and 20% in China, the world’s biggest markets. Apple has a giant global retail operation. Apple has over 800 million credit cards on its servers. It controls the world’s biggest online media platform.

Oh, and…


You deserve better. Even you, the delicate fanboy who cloaks himself in Apple cheerleading.

Nobody covers Apple regularly in a way that exposes the full, unvarnished truth of the company, good and bad.

I am changing this.

Until my site, our options were extremely limited.


There are what I call the “home team” sites. These are like Macworld. They cover the news of Apple, are stocked full of talented people, but ultimately — in my view — they are the equivalent of the “sports desk” on the local TV news channel. They root for the home team and that’s a core part of their mission.

Daring Fireball 

Next we have what I view as the cheerleader blogs, such as Daring Fireball. I doubt these sites are lying to their readers. I’m sure they genuinely “love” Apple. But you’re simply not going to get the full story from such sites, not ever.

Please don’t waste our time by insisting otherwise.

What Samsung does —  now — is immediately judged, almost always negatively. Same with Google. Same with Microsoft. Same with, well, you know. Apple, meanwhile, can do no wrong. If Apple Maps suck — now — we are reminded ad nauseam at just how much better they will get. Some day!

If Apple Pay is of limited value — now — we are told over and over that, come the future, it will be transformative.

I would comfortably bet a month’s pay that 99.999% of the people that say I’m a “hater” read several of the Apple cheerleader blogs. The content is often quite good, but it’s one-sided. Think of a great writer who worked only for Fox News or MSNBC, for example.


Next are what I call the click and buy sites. Read about Apple Watch. Now go buy it! Learn about the new Mac. Now buy it! Check out this cool new app! Download it now!

We are special because we buy the same things.

If that’s what you want, such sites apparently do exist. I will never be that.


Lastly are the sites that I am most disappointed with. Analyst sites such as Stratechery and Asymco offer insightful, valuable analysis. Sometimes. But it’s patently obvious — in my opinion — that they are awed by Apple, and well-compensated for saying positive things about Apple, and, once again in my opinion, tend to see only the most glorious upside of Apple.

Watch is good because it will take profits from the watch industry.

iPhone is best because it makes more money than HTC.

I personally find this analysis more troubling than what I read on the so-called cheerleader blogs.

No ads. No sponsors. No cheerleading. 

Yes, I am acutely aware that writing about Apple, not always positively, limits my appeal. I am likewise acutely aware that demanding readers actually pay to read my work is likely a fool’s errand.

So be it.

I believe we deserve the full truth of Apple.

I believe sites dependent upon clicks necessitate a stream of content, of diminishing quality. I believe sites that grow rich on sponsors demand an audience of buyers. These indirect forms of compensation pull us all further from the truth.

I hope my site succeeds. At the very least, I hope it improves the dialogue.

Someone has to cover the full truth of Apple. Might as well be me.