Apple Computers is apparently changing the innovative marketing strategy that has worked so well in the past. Guy Kawasaki pioneered the marketing evangelism strategy there in which the company sells a dream – not a computer. Others are drawn into the dream and they, in turn, share the dream with others. When others act on this you have conversion – and computer sales.
In the latest turn of events, it looks like you can get in trouble if you get too excited on the dream and sharing it. Nick Ciarelli, who started his Apple web site Think Secret at the tender age of 13, has become famous for sharing various product announcements before Apple does their public announcement. Apple has launched a lawsuit on Nick, asking for damages. Apple Computer is also launching lawsuits on two other sites for similar reasons.
Come on, Apple Computer. If you can’t keep your fly zipped don’t blame it on someone else – in this case a college kid.
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