Dean Seeger comments on corporate communications of Apple Inc...


Apple’s lone-wolf strategy backfires
by Steve Friess

Apple Inc. is a synonym for independence, hipness and originality — but recent setbacks may finally force the icon to rethink its us vs. them mentality when it comes to big battles in Washington and Silicon Valley. Experts say Apple’s tried-and-true approach is starting to backfire, as the company has already taken at least one big hit in a high-profile e-books trial. A recent landmark D.C. appearance by CEO Tim Cook may reflect a new reality for Apple: that direct engagement with lawmakers, regulators and rivals is more effective than trying to remain above it all. Experts and insiders say, something’s got to give. The company’s outreach must mature, said Matt Seeger, dean of the College of Fine, Performing and Communication Arts at Wayne State University. “When you have a $400 billion company, it’s hard to claim you’re outside of the system,” he said. “At some point, that image becomes counterproductive. It’s the 60-year-old dean trying to be cool.”