A simple Apple “PR vs Advertising” secret

Just before beginning this hellaciously long drive to Alaska, I stopped in a used bookstore to sell 250 of my favorite books (that were too heavy to fit in my RAV4), but in the process, I bought one more: an old copy of Guy Kawasaki’s, The Macintosh Way.

I was going to wait to read The Macintosh Way until I got settled in Alaska, but I’ve had some down time the last few days — waiting out some brutal Canadian winter weather and waiting for new winter tires to be delivered — so I cracked it open.

Tonight, on page 123 — right before some Iditarod sled dogs started barking like crazy at feeding time in the parking lot — I read a few lines from Mr. Kawasaki that succinctly explain Apple’s marketing and public relations approach:

There’s a big difference between advertising and PR. Advertising is when you tell people how great you are. PR is when someone else says how great you are. PR is better. (This is Jean-Louis’ insight.)

Great tech review of Apple’s iPad A12X system

Kudos to Samuel Axon of Ars Technica for writing a very good tech review of the hardware behind Apple’s new iPad Pro (2018). As I was reading it, it reminded me of the old style of solid writing that I used to get when I bought print copies of magazines.

One of the nuggets of the article is shown in the image I’ve attached here, where you can see that the 2018 iPad Pro is faster than every MacBook Pro in existence other than its 2018 model, at least in terms of the Geekbench multi-core performance tests. If you dig through the images in the article you’ll see that the story isn’t quite as powerful in the single-core benchmark, where the iPad Pro lags the 2018 MacBook Pro by up to 16%. But in those tests the iPad Pro is roughly the equivalent of a 2018 Dell XPS 15 2-in-1 model. (The older Macs use Intel Core i7 and Xeon W processors, and the Dell model uses an Intel Core i7. The 2018 MacBook Pro uses an Intel Core i9.)

These numbers — comparing a tablet to i7 and i9 processors — make one think that Apple will be using their own chips inside Mac computer systems some time soon.