I find this issue with the unauthorized biography of Steve Jobs an interesting one, because while I understand Apple is upset, I disagree with their move to ban all the other books by that publisher in their stores.
To begin, let's say that all I know about this story, the publishing industry and the book are from the articles I've read. Banning the book seems like just another part of Apple's desire to control everything about their computing. This is evident in the Mac, where the company controls every aspect of the computer (sales, software, hardware), and also with the iPod, where the company has full control over all the music, software, accessories and player. Their recent lawsuit trying to protect their technology also seems to indicate this. But at the same time, I associate Apple with the free-spirited artist and the independent-minded consumer (who wants to avoid the Microsoft hegemony). Isn't it interesting how marketing works?
The Apple lawsuit against the websites that were published leaks about new technology also shows the company's need for control. These examples of controlling everything makes it clear that even if the biography of Jobs were a beaming one (since it's "unauthorized" it probably is not), they would still ban it because of their lack of control.
Now, if a publisher wrote a book about your company you didn't like, would you ban ALL the books that publisher makes? Let's note that Wiley makes all the "... for Dummies" books, which are very popular. There's a few issues here. Is Apple trying to punish the publisher by banning the books? It turns out they're helping them, by adding publicity to the story. Did Apple think they could strongarm the publisher into not making the book? That's a possibility, but the publisher may gain more sales from a Jobs biography with a lot of press than from their help books at the Apple store. Finally, do consumers even know what company publishes what books? I had to do a fairly extensive search to determine the link to "... for Dummies" and frankly, it's never determined my purchasing patterns in the past.
Perhaps the publisher was trying to force Apple to carry the iCon book in addition to any of their other stuff? But the news items so far have not mentioned this, so I guess it's just another piece of evidence towards obsessive / compulsive Apple.
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2 comments:
Were you upset that Walmart banned America the Book?
A retailer can sell whatever merchandise they want. If customers disagree then they can take their business elsewhere.
I agree with the lawsuits against the leaks because they are leaks caused by people breaking NDAs. Apple is potentially losing money by having their trade secrets being leaked out to the public. Every company is protective of their trade secrets and tech developments - it's just that Apple gets a greater mindshare than the average company that this issue has gotten so much ink.
The vertical integratinon of hardware and software is a way for Apple to differentiate their product from the Windows based PCs. Apple needs to do this because they are a small company with limited resources so control over the entire product is key for them to make the most of what limited R&D they have.
Apple's behavior is a reflection of Steve Jobs, who is not the nicest guy in the world, despite what the press makes him out to be (visionary). The Valley is full of these characters - Jobs, Larry Ellision, etc.
While Walmart banned America the book, it wasn't that they banned every other book by the publisher, and they also did not ban it because of content that was anti-Walmart. They didn't get the joke involving the naked Supreme Court justices.
As for the rest, just because I said Apple wants to control everything, doesn't mean that they're not in the right, or that it's not a good strategy. But I am intrigued by the company, whose image is "creative and free thinking," and their ability to preserve that image by not acting that way at all.
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