Peeve Farm

g r o t t o 1 1

Peeve Farm
Breeding peeves for show, not just to keep as pets

  Blog \Blôg\, n. [Jrg, fr. Jrg. "Web-log".
     See {Blogger, BlogSpot, LiveJournal}.]
     A stream-of-consciousness Web journal, containing
     links, commentary, and pointless drivel.

On My Blog Menu:

InstaPundit
USS Clueless
James Lileks
Little Green Footballs
As the Apple Turns
Entropicana
Cold Fury
Capitalist Lion
Red Letter Day
Eric S. Raymond
Tal G in Jerusalem
Secular Islam
Aziz Poonawalla
Corsair the Rational Pirate
.clue

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Friday, April 19, 2002
13:53 - Hey, this "hype" thing might actually work! http://www.mxinternet.net/articles/jaguar/041802.php	(top)
Mark Weaver of XFactor wonders why Apple is taking the decidedly un-Apple-like angle of pre-announcing a sneak peek at the next OS X release for WWDC 2002. Un-Apple-like, of course, because Apple traditionally announces new products at the same time that it unveils them; they seldom tell everyone beforehand that they will be showing something off, or even say anything that might potentially fuel the rumor mill. Well, the times they are a-changin', it seems. Apple may finally have realized that rumors will be rumors, whether they try to pretend they have anything waiting in the wings or not; and if they say something, the added mindshare that it might get, the elevated level of excitement surrounding the actual launch, would offset any credibility loss they might suffer from people getting their hopes up over groundless rumors that they take as gospel. What Weaver seems to have forgotten to mention is the pre-show hype that Apple put up on their website prior to the early January unveiling of the new iMac. Each day there was a new tantalizing slogan: "Beyond the rumor sites. Way beyond." "Full Speed Ahead: Lust Factor Ten." Definitely not the stuff we'd come to expect from Apple, but apparently it was the beginning of a new phase of audacity in marketing, an aggressiveness in pushing PR that goes along nicely with the "outreach" effort they've been pursuing with the retails stores and the whole "5 down, 95 to go" strategy. And now there's word that they're just about to start turning up the heat on the Mac OS X ad machine; maybe that's set to coincide with the release of 10.2, or 10.5 or whatever it's going to be called. They'll be flooding the airwaves and the billboards, now that those spots have seen the back of the retreating Windows XP ad blitz. It's time to press the offensive now, make up all that lost ground, and get the name into everybody's sights. If a few rumor sites get kooky ideas, hey, let 'em-- at least this way people will have somewhat more realistic ideas of what's coming, and maybe they won't be so disappointed when Apple doesn't come out with quad-core G5s and gigabit wireless FireWire and personal transporters and so on. It's about flippin' time, says I.