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frahse · 07-31-2013, 12:27 PM

By STEVE FRIESS, Politico Pro | 7/30/13 11:12 PM EDT Updated: 7/31/13 9:44 AM EDT

Apple Inc. is a synonym for independence, hipness and originality — but recent setbacks may finally force the icon to rethink its us vs. them mentality when it comes to big battles in Washington and Silicon Valley.

The company marches to its own iTunes, spending little on lobbying, rarely joining trade associations and, in a pattern that’s become more pronounced this summer, refusing to negotiate or settle in many lawsuits.

Experts say Apple’s tried-and-true approach is starting to backfire, as the company has already taken at least one big hit in a high-profile e-books trial. A recent landmark D.C. appearance by CEO Tim Cook may reflect a new reality for Apple: that direct engagement with lawmakers, regulators and rivals is more effective than trying to remain above it all.

“It’s inevitable,” said a top Washington consultant who works with major tech brands. “Everybody gets a shot at being a fair-haired boy and that can keep the regulators away for a while. But nobody stays favored forever. That’s why you need friends.”

An Apple spokeswoman declined to comment on the record for this story, referring instead to past public statements by Cook and others.
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http://www.politico.com/story/2013/0...948.html?hp=l5

07-31-2013, 12:27 PM	#1
frahse occasional author Posts: 2,315 Karma: 2064403292 Join Date: Sep 2011 Location: Wandering God's glorious hills, valleys and plains. Device: A Franklin BI (before Internet) was the first. I still have it.	Apple's lone-wolf strategy backfires By STEVE FRIESS, Politico Pro \| 7/30/13 11:12 PM EDT Updated: 7/31/13 9:44 AM EDT Apple Inc. is a synonym for independence, hipness and originality — but recent setbacks may finally force the icon to rethink its us vs. them mentality when it comes to big battles in Washington and Silicon Valley. The company marches to its own iTunes, spending little on lobbying, rarely joining trade associations and, in a pattern that’s become more pronounced this summer, refusing to negotiate or settle in many lawsuits. Experts say Apple’s tried-and-true approach is starting to backfire, as the company has already taken at least one big hit in a high-profile e-books trial. A recent landmark D.C. appearance by CEO Tim Cook may reflect a new reality for Apple: that direct engagement with lawmakers, regulators and rivals is more effective than trying to remain above it all. “It’s inevitable,” said a top Washington consultant who works with major tech brands. “Everybody gets a shot at being a fair-haired boy and that can keep the regulators away for a while. But nobody stays favored forever. That’s why you need friends.” An Apple spokeswoman declined to comment on the record for this story, referring instead to past public statements by Cook and others. more http://www.politico.com/story/2013/0...948.html?hp=l5