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Thread: a close reading of two apologies

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    (evil grin) ehhhhhhh's Avatar
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    a close reading of two apologies


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    Not a good person scaryjim's Avatar
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    Re: a close reading of two apologies

    Shame the writer is no good at grammar

    "Cook never uses the first person in his letter once; Jobs uses it four times."

    The third word of Cook's letter is "we". That's a first person pronoun. Sure, it's plural, but it's still first person. Let's fix what the writer actually meant:

    "Cook never uses the first person singular in his letter once; Jobs uses it four times."

    There, that wasn't hard, was it

    Back on topic, whilst it's refreshing to see someone in industry actually out and out apologise for something I don't think that much of their analysis means anything. It boils down to Cook and Jobs are differently people. Good lord, really? Who'd've thought it

    I think it's probably more pertinent that the two letters were written 5 years apart - Jobs was writing from a standpoint where Apple had created the consumer smartphone market and didn't really have any competition, Cook is writing in a crowded market where there are a lot of genuinely competitive alternatives that annoyed Apple customers could turn to. It makes sense that he'd be a lot more open and reconciliatory at that point - he knows people could easily jump to Nokia, Samsung, HTC, etc. whereas Jobs could be fairly comfortable in the knowledge that people who wanted a consumer smartphone could buy Apple or get knotted. Cook simply doesn't have that comfort zone.

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    (evil grin) ehhhhhhh's Avatar
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    Re: a close reading of two apologies

    I think they have written the article to show how a CEOs communication can alter the image of a company. (arrogant ahole vs a friendlier attitude)

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