Philip Schiller, Apple senior vice president and recently the company’s public face at product launch events and conference keynotes, is on a roll. In fact, some might conclude he’s replaced a significant portion of Apple’s PR department, given the press he’s received lately for personally addressing issues with the much-maligned iTunes App Store.
First, of course, came his extensively re-printed email reply to Daring Fireball’s John Gruber, setting the blogger straight on the chain of events surrounding the iPhone dictionary app Ninjawords’ path to App Store approval.
And while Schiller did not — so far as we know — personally respond to Tech Crunch writer Michael Arrington’s very public abandonment of the iPhone, he did reach out personally to Steven Frank, the highly regarded developer and co-founder of Panic, who had previously made his own frustrations with Apple and the App Store publicly known.
Back when he was The Man at Apple, Steve Jobs was known to send people personal email from time to time, with such mail inevitably making its way to public attention and, more often than not, garnering Jobs and Apple invaluable attention and promotional good will. It was one method by which the company grew into its current status as one of technology’s two or three biggest powerhouse brands while maintaining a sense of being smaller than it really was, of being personal and approachable even when, in fact, it was neither.
Schiller’s carrying on of the strategy should be seen, in any case, as a good sign, an indication that, as he put it in his email to Frank, “we’re listening to your feedback”. And while, as Frank wrote about his exchange with Schiller, “technically, nothing specific has actually visibly changed,” the goodwill Apple cultivates is invaluable when a senior vice president reaches out personally to people who publicly complain about the company.
The last, best words in the matter may also be Frank’s: “communication will solve this problem — not silence.”
