We are all being crushed by Apple’s techtopians

Messages from the archive of Rutherford Hall, critical communications strategist

WhatsApp to Stephen: Great news about the MacBook Air upgrade. Staff will be really pleased. Btw did you see that Apple advert for the new iPad where musical instruments and books go in a crusher and make this fabulous new tablet. So powerful. Love their work.

WhatsApp to Stephen: Really? I hadn’t seen the backlash. Yes I guess it does look like Apple crushing creativity. Amazing for them to misfire so badly. Can’t believe no one saw that problem ahead of time.

WhatsApp to Stephen: I doubt it. Ordinarily there might be an opportunity for us but Apple’s so cliquey and Tim Cook is famously prickly. I tried cold-emailing him once at Cook@Apple.com, but it turned out I’d messaged the manager of the Apple canteen. But you have given me an idea.  

From Rutherford@MonkwellStrategy.com

To: Client list

Hi, I wanted to share my latest LinkedIn post, on a key warning for business.

Poisoned Apple

I don’t know if you saw the recent Apple advertisement? It was for the latest iPad with the killer feature of being 0.0017 micrometres thinner than the last one, which was 0.00001 micrograms lighter than the one before. 

The ad featured creative things — a piano, paint, a record player, cameras and books — being crushed in an industrial press. There is even a rubber ball toy, squeezed until its eyes pop out. How we laughed. When the jaws of the press open, here is the latest thin iPad. You can see what they were trying to say: “We’ve packed all this creativity into this super-slim device.” What it actually communicated was: “We destroy all these things that bring you joy.”

After a backlash, Apple apologised and admitted it had “missed the mark”. You might say, “So what?” One bad advert will hardly kill the company. But there is a bigger warning for all businesses here.

The big issue is that none of the senior execs who saw it before it went out — right up to boss Tim Cook — spotted a problem. Everyone has drunk the Kool-Aid and is stuck in their corporate bubble. Fixated on a shiny iPad, they didn’t see they had inadvertently revealed something troubling about themselves: that tech guys don’t care about what we love. They only value the new. It’s like all those Facebook execs who couldn’t see that meeting Nick Clegg in the Metaverse was not superior to going to the pub with your mates. This was an uncomfortable glimpse into the minds of techtopians shaping our lives. 

All companies must be able to sense-check themselves and not be their own fanboys. This underlines the importance of having outside voices and people around you who see a wider picture. You need people to spot things insiders cannot see or are afraid to mention. 

WhatsApp to Stephen: You won’t believe it. Just got a message from the head of Apple UK. Tim read my post, is furious, and wants my details. I doubt it will lead to anything but you never know. 

From: Rutherford@Monkwellstrategy.com

To: Tim@Apple.com

Tim, thank you for reaching out. I’m a huge fan, which is why the ad was such a shock. I’m sorry you didn’t like the post but it was intended as constructive criticism. It wasn’t personal. I’m sure you are truly committed to all the wonderful creative endeavours you showed being crushed. 

My point is that even the best companies can fall victim to internal groupthink. I saw that a lot when I worked in Downing Street. This is an opportunity though. It’s nice when a wake-up call is small enough not to do any lasting damage. If you ever think I can help, please do get in touch.

Btw while I have your attention, as a customer, I’d love a proper hashtag key on the MacBook Air.

Best, Rutherford

Find me on Strava, KoM Sydenham Hill, PR Al Jubailah/Bawdah Loop — 42 mins

Sent from my iPhone

WhatsApp to Stephen: Tim and I are talking. But if there is a chance, it’s the thinnest chance they’ve ever made. 

From Rutherford@Monkwellstrategy.com

To Tim@Apple.com

Tim, of course, you know what you are doing. And yes, we are small but our job is to see things large corporates miss. Your #whoareyou seems an uncalled for reply to well-intended customer feedback. We work with governments and major multinationals. The great leaders know the importance of honest voices amid the sycophants. That was certainly my experience in Downing Street. But do get back in touch if you feel your last email “missed the mark”. Best, Rutherford

Find me on . . . 

WhatsApp to Stephen: Crushed! Is it too late to buy Dells?

Messages recovered by Robert Shrimsley