Donald Leka, CEO of TransMedia, recently released a press release announcing a new iPhone app, Glide, that lets users share data between multiple mobile devices with the cloud. In the press release, Leka made a few comments saying people don’t really care about what platform they’re using, which Apple wasn’t too impressed with:
“Consumers really don’t care that much what platform they are on, where their files are stored, or what the file types and file formats are,” said TransMedia Chairman and CEO, Donald Leka. “They simply want to be able to easily access and share a family photo, a letter to a friend, a favorite song or show.”
It’s definitely not uncommon for people to use more than one type of operating system, whether on a smartphone, tablet, or laptop, but that doesn’t mean consumers don’t care about the platform they use.
In response to Leka’s press release, a representative from Apple Worldwide Developer Relations sent Leka an e-mail explaining just how wrong he is and strongly suggested he reword his message. The e-mail was obtained by TechOpinions. Here’s what Apple had to say on the matter:
“[…] We believe the best press releases for a product launch concentrate on that product. Your release is ostensibly for the launch of your iPhone app, but the copy actually references other apps on other platforms more often than it mentions the one being launched. We think the customers, bloggers, and media who follow app launches are usually quite parochial — quite focused on specific platforms — so we counsel developers to craft press releases tailored to each individual platform.
And that brings me to my final point: the tone of your release and your product positioning is at odds with not just our primary marketing messaging, but the entire reason Apple exists. To wit, you are quoted in the press release as saying “Consumers really don’t care that much what platform they are on…” Our drive, our passion, our singular focus on creating the best products we can make is rooted in the fundamental belief that customers really do care about the products in which they invest their time, money, and energy. We strive to make the best products we can because we believe the right product will change a customer’s life. And customers do indeed care about things that change their lives.
Our experience is that customers are interested in apps that help them get more from their iPhone, that give their cherished, chosen device exciting new functionality that fits their mobile lifestyle. I’d encourage you to recast your messaging in this positive, affirmative way.”
There’s no denying that Apple’s platform is a leading competitor, which really does go to show that people care about which platform they’re using, but it could be argued that Apple is closing itself off to a wider consumer base by being an Apple-only ecosystem.
Image Credit: iMore
