ZDNet Gets Blackfriars’ Marketing Memo: No Apple Loss Leaders.


Carl Howe at the Blackfriars’ Marketing wrote a great piece on Wednesday refuting all the garbage about Apple having to slash prices and sell loss-leader products. It’s fitting the headline began “News flash to reporters and analysts”, because a few of them appear to have read it.

The very next day we got a re-cycled version from ZDNet’s Adrian Kingsley-Hughes. Let’s see:

  • Use the same headline as Carl (well, skipping the “news flash” part).
  • Link to the same two articles as Carl.
  • Draw similar conclusions to Carl.
  • Don’t mention Carl.

True, where Carl says this about Apple selling at a loss:

…it would undermine the marketing value of their products that they have labored for decades to build up.

Adrian says this:

…rather than looking for new features, customers get hooked into looking at little more than the bottom line.

But come on. That Carl’s article was the real motivation for Kingsley-Hughes’ piece is obvious. Adrian doesn’t get into the depth Carl does, but that’s only because he’s out of his.

I’m glad you got Carl’s memo, Adrian, but the proper thing to have done was:

  1. Link to it,
  2. Say you agree,
  3. Contribute anything worthwhile you have to say (which, let’s face it, would have ended at step 2),
  4. Add your little online poll.

As it is, you tried to give the impression you can make an analysis your past writings have shown you wholly incapable of. Pretty weak stuff.

1 thought on “ZDNet Gets Blackfriars’ Marketing Memo: No Apple Loss Leaders.

  1. I agree with you on this 100%. Carl’s article was well written and, more important – it was spot on!

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