An Unsocial Apple: How the World’s Largest Company Doesn’t Do Social

On August 24, 2011, you probably heard that Steve Jobs resigned his post as CEO of Apple, Inc. Chances are, if you are on Twitter, you got this breaking news first. News of Jobs’ resignation cluttered most user’s Twitter timelines. The news was the top trending topic for over one full day.

Interesting enough, the major breaking news and social media impact that was felt was created by Apple, but not on social media. As of right now, Apple does not have any official social media channels. Sure, they have their @AppStore and @iTunesMusic channels, but those announce new games or tunes and not anything relevant to corporate news.

Ironically, the world’s largest company has the most sophisticated social media software integration planned for its next major release, iOS5. As a developer, I’ve been using the beta releases and have been in awe of the “tweet anything from anywhere” mindset that was used when Apple programmed this upcoming release.

Whether you’re browsing web pages in Safari, reviewing the photos you just took or playing an app, you can tweet your phone’s content with a couple quick clicks. I find this an interesting juxtaposition that Apple is empowering their customers with the most powerful social media tools, yet doesn’t support social media as a corporation.

Back in March 2011, Twitter suspended a fake account “@ceoSteveJobs”, only to resurrect the channel a few short hours later. The @ceoSteveJobs Twitter account had more than 460,000 followers. It is normally updated with comedic comments several times a day, all pretending to come from Apple’s CEO. The account’s bio does state that it is a parody.

So while you won’t hear from the “real” Steve Jobs or the new CEO, Tim Cook, chances are, if you have an iDevice, you will be sharing more of your mobile content in an easier manner very soon.

In a time when most businesses are pushing Facebook and Twitter above updates to their own website, it’s unique to see such a large consumer-based company with no social presence of its own. It’s well known that Apple and Facebook don’t often play well together. From the lag time Apple took to review the Facebook iPhone application, to Facebook’s “Project Spartan“, the two heavyweights clearly are not the best of friends.

However, I wonder is Apple missing the boat by not controlling their own social content? They are one of the most talked about brands in social media—and they aren’t participating. Is this a good business strategy or deep rooted in anti-Facebook angst?

Nathan Henry
Director of Technology
With over 13 years of web-based experience, Nathan is recognized for his web-based proficiency and shares his knowledge on subjects relating to web design, database development, interactive media and social media tactics.

Social_Newbie 5 pts

Silly on Apple's part. But they have always been arrogant. Great observation and post.

share flag

spam
offensive
disagree
off topic

Nathenaeum 6 pts

Social_Newbie Thanks! They have such amazing brandvocates, that I guess they can get away with it. I just think that some level of control could even make them a larger company. But, I'm not Tim Cook so I can't make that call. :)

Julie Poulos 6 pts

As much as I love Apple, it does appear that they continue to "Not play well with others." Great observation Nathan and well written!

Julie Poulos I guess when you're the top dog, every needs to respect you and not have you looking back to make sure you're still on top!

socialsyntax 5 pts

"However, I wonder is Apple missing the boat by not controlling their own social content?"

Control is an illusion. The seeming absence of a strategy is a strategy in itself. Apple has so many brand advocates, they hardly need to say anything themselves.

socialsyntax Great way to think about it. I hadn't thought they are empowering their advocates as part of a strategy. I had thought of it as missing or purposefully left off component.

bmcd67 5 pts

Interesting take on Apple's lack of social media. A few years ago heard a speaker on Second Life talk about Apple's presence on the network. While some brands like Coke encourage customers to use their logo and brand but do it correctly, Apple totally ignored it and allowed whatever anyone created as an "Apple Store" in virtual reality to exist.

Personally I think part of it goes to the company culture. They are focused on innovation and quality, less on advertising and promotion to make you love them. The product sells so well because of the performance. Otherwise the brand would have been crap years ago.

Will the strong will and persona of Steve Jobs hurt their brand in terms of innovation and quality? Or will Apple continue to design awesome stuff that delivers on its brand promise?

JoeCascio 8 pts

Apple, despite being a technological powerhouse comes from The Time Before The Internet. Its DNA, like its counterpart, Microsoft has no social chromosomes. That's not to say that they couldn't get some gene therapy on that count, but it just hasn't happened yet.

In fact, it almost seems as though Apple deigns not to consort with its lowly customers, but rather to simply anoint them with its fabulous new products when the divine moves them. As was once said about Boston, "The home of the bean and the cod, where Lowells speak only to Cabots and the Cabots speak only to God."