Justin Pot

For all the talk of social media being the future of marketing, one company stands outside it all: Apple. This company’s every move is speculated about constantly on every social network, but how many people follow Apple on Twitter? None; they don’t have a Twitter page.

Apple knows a truth about social networking no supposed social media expert ever talks about: starving the beast is more effective than stuffing it. Information is only powerful if revealed on your terms, and Apple is the master of this.

So much speculation is built up by the time an Apple announcement happens that every journalist and blogger is compelled to write about it, even if they don’t think the actual announcement is that big a deal, because of the time investment they’ve already made.

Speaking of not being that big of a deal: the new iPad. Numbered-names are gone, and the resolution is higher. The device is more powerful. Also: Apple told journalists the post-PC age is here, and they all dutifully wrote that down and published it.

Here’s a hint: new versions of products come out every year, and they’re going to be better than last time. Other companies will copy the feature. It won’t magically connect you with other human beings or make you happier, but advertisements will subtly tell you otherwise.

In other words: Apple is a company making money by selling products. Journalists know not to cover every politician’s press conferences unless there’s reason to think something interesting will happen. It’s high time we did treated Apple the same way.

A version of this article appeared in episode 13 of Technophilia Podcast.