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Hyperbole police: Apple is the most reviled brand?

Is Apple the most reviled brand online? Answer: not by a long shot. Some of you may recall a few studies this year and last year, or a few quarterly earnings calls to suggest that no, Apple is far from being the "most reviled brand" that Mr. Gralla claims in his linkbaiting headline over at Computerworld.

Brandwatch
, another one of those awesome social media analyst firms, claims to have tracked over 1,200 messages on Twitter in a month directed at Apple. Which, to me, sounds astoundingly small given Apple's dominance in the tech news world. But Brandwatch has to get clients, so why not spout some nonsense about how Apple is "reviled" given a bunch of cranky tweets, right? I mean, it's not like Twitter is full of vacuous, id-fueled reactionary comments, right? Nah, clearly tweets and blog posts complaining about stuff is enough to let the Cupertino goldmine know that its days are numbered.

Yes, as Apple grows and expands it will carry along with it an ever-increasing number of people unhappy with their experience. We've all had some goofy thing happen to our Mac, iPhone, iPod or iPad. We've all been somewhat irked when a pleasant experience was "ruined" by this issue. But just because we feel the need to tweet our displeasure -- as opposed to constantly tweeting our positive experiences -- it doesn't mean Apple has a PR disaster on its hands.

That said, the tech consumer is a fickle sort. Gralla likes to bait the "fanbois" with his language, but the fact is that Apple hasn't courted the cult for a while. In case you've been asleep for a decade, the "Think Different" campaign died long ago and Apple's latest mantra has been to gain marketshare. You don't do that by focusing solely on your rabid fans. You do that by going into new markets, broadening your appeal and making insanely great products. According to Apple revenues, this seems to be working quite well. No doubt the geniuses at Brandwatch know better.



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Is Apple the most reviled brand online? Answer: not by a long shot. Some of you may recall a few studies this year and last year, or a few...
 

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macserv

I would fully expect one of the most beloved brands to also be among the most reviled. Human nature and wot.

August 17 2010 at 11:18 PM Report abuse rate up rate down Reply
eran.nurmi

Most of the revilers have never even seen an Apple product, not mention that they had used one.

Apple products have also their dark side, but the bright side outshines the dark side.

August 17 2010 at 7:23 AM Report abuse rate up rate down Reply
Nick Smith

For the sake of balance... to counter some of the nay sayers

In my home network I have:-

An iMac, Macbook, Time Capsule, Airport Extreme x 2, Airport Express, iPod Video 5G 60GB, iPod Nano, iPod Touch, iPhone 3G and shortly to add an iPad....

... and I love my Apple network... very, very few problems and I joy to use.

August 17 2010 at 5:49 AM Report abuse rate up rate down Reply
PF

Preston Gralla is joining the ranks of Dvorak and Enderle as clueless hit-whores. He
has plenty of knowledge when it comes to the Windows world but now that Apple's much anticipated demise hasn't eventuated, but in fact flourished like wildfire, he finds himself quickly losing relevance in a world increasingly adorned with Apple products. Check out his other recent articles. His only real recourse is to manufacture Apple's demise by coming up with inane articles of impending market share losses and revile. The only one losing share and earning revile is Gralla himself.

August 16 2010 at 11:50 PM Report abuse rate up rate down Reply
Rboyett

Apple the most reviled brand?

Have these idiots not heard of BP before?


I will admit that I'm a bit disappointed in the direction that Apple is taking. It is clear to me that they are taking the first steps in abandoning the desktop as a computing platform with notebooks being close behind (I give the desktop 5 years).

I'm also disappointed in the how Apple runs it's app store. I believe that it will eventually lead to stifle innovation and drive developers to Android.

But reviled? ummmmm that is just moronic... Google is far closer to being reviled than Apple is.

August 16 2010 at 7:14 PM Report abuse rate up rate down Reply
1 reply to Rboyett's comment
FightTheFuture

drive developers to android? it's becoming more likely that Google wants the apps in the android marketplace to be free and serve adsense. try explaining that strategy to popcap.

no doubt about BP though. it's hard to complain about a phone when an ecological disaster is happening off our own shores. #Fail selfish twitter users.

August 16 2010 at 9:33 PM Report abuse rate up rate down Reply
Jeff Harris

Want real Apple loathing nastiness?

Check out Gizmodo, Engadget, The Register, PC Mag and The Inquirer... to name a few.

It's really a bunch of sullen, pimply, virginic, mom's basement dwelling dweebs who are bummed that their Vista loaded Dells (Symantec a-churnin') and Zunes are pure garbage.

They're despondent because even though Macs lack the latest version of some generic wizard and dragon game (with the obligatory image of a buxom lass on the box), Apple is prevailing.

That Apple has a PLAN and is executing it, enrages them.

Meanwhile their overlord and master Microsoft has become a toothless Fafner, lying in it's cave, protecting it's hoard of gold, with a spark of nothing, save protecting it's profit-stream, in it's eye.

There's an entire generation of these clowns who devoted themselves to the imminent demise of Apple... only to see their tiny little worlds collapse... turned inside out... flipped upside down.

Exactly WHY, no one sane will ever know.
It's a friggin' hoot!

August 16 2010 at 6:03 PM Report abuse rate up rate down Reply
1 reply to Jeff Harris's comment
macserv

I don't mind that people dislike Apple's strategy... it's the people who assert that Apple is doing something bad, unethical, or illegal— not because anything wrong, dishonest, or illicit is actually being done, but because they, personally, disagree with the policies. You know the ones... they cheer when the DOJ, FTC, or EU wastes millions of tax dollars and/or thousands of man-hours investigating Apple for anti-trust activity.

If you don't like it, don't buy it, and support their rivals with your dollars. That's really the only way to send a clear message to any corporation. Because Apple is, in fact, *not* engaging in any anti-competitive practices, your choices are numerous.

I'm always glad to read the many intelligent insights and educated remarks posted in the comments on sites like these; but please, save the bile, vitriol, and schadenfreude for *your* blog, where it can be peacefully ignored.

August 17 2010 at 11:16 PM Report abuse rate up rate down Reply
KarlW

Searching twitter is not a replacement for a verified opinion poll (which themselves are rather dubious statistics)

August 16 2010 at 5:01 PM Report abuse rate up rate down Reply
Chris K

I hate to sound like a jerk, but most of the Apple hyperbole I hear comes from TUAW. You guys generally spin Apple-related talk as positively as you possibly can. It comes across sounding like fanboys.

"We've all had some goofy things happen to our Mac"? If this were Windows, it would be written "we all live with the horrible bugs in Windows"

"We've all been somewhat irked when a pleasant experience is "ruined" by this issue"? My wife's iPhone 3G is unusably slow, to the point where she asked to cancel her data plan. She is not "somewhat irked". She is pissed off at Apple's apparent inability to produce an OS that works on a device that just a couple years ago was the Greatest Thing Ever.

I have a lot of Apple products, and I like most of them a lot, but I won't run around telling people the Emperor is wearing a nice three-piece suit, nor will I blow raspberries at people who don't like Apple products. The fact that you guys do both makes you sound intellectually dishonest.

Please TUAW, just report about Apple stuff. You claim Apple is trying to expand its market appeal beyond its own fanboys. You would do well to do the same, because there are a LOT of us non-fanboys who like their news without noise, without bootlicking.

August 16 2010 at 4:39 PM Report abuse rate up rate down Reply
4 replies to Chris K's comment
Roy

AT&T deserves the revulsion

August 16 2010 at 4:28 PM Report abuse rate up rate down Reply
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