Page Two

By Matthew Rothenberg  |  Posted 2002-07-25 Print this article Print

: Plenty of Precedent"> Plenty of Precedent This is hardly the first time that Apple has moved to block the posting of unauthorized Mac images. Just weeks before Macworld Expo/New York in July 2001, Mac site published "spy photos" of the then-unreleased "QuickSilver" Power Macs G4s. Chevell, proprietor of, said that the photographs were taken inside a test lab at Apples Cupertino headquarters. He says that many in the Mac community doubted that the photos were real but that he was confident of their accuracy.
According to Chevell, received a legal notice from Arent Fox after it posted the Power Mac pictures. "Rather than fight it, I removed the photos," he says. "We have no legal department. While generating hits increases ... advertising revenue, getting sued by Apple, whether I win or not, was going to cost a lot more than did just removing the photos from the site."
Chevell says that his information was verified, and he saw it as his duty to inform the public. It wasnt his first encounter with Apples legal department, though; he said he has received many cease-and-desist orders for his reviews of pre-release Mac OS X betas. "The Arent Fox lawyer eventually began to call me at home and on my cell phone," he said. "I have probably asked Arent Fox 10 or more times for their orders in writing. I have never once received any." He says that he eventually informed Arent Fox that he was fed up with the frequent calls, and that he would "no longer be complying with their requests." Furthermore, he told the firm he planned to sue if there was "further harassment." Chevell says he has not heard from Apple since. "I feel that Apple legal knows that they have no recourse other than threatening small sites that know they cannot fight a court battle." In September 1999, Apples legal team moved aggressively to stem the distribution of images of its forthcoming "Kihei" iMacs, a.k.a. the iMac DV. The photos, first posted by Germanys, were removed within a day. Apple: Theyre not the press Before this months Macworld Expo, some independent Mac sites learned that they had been denied press access to the event, reportedly because of their publishing of "rumor and speculation." The move sparked lively debate in the Mac community, especially when typically non-rumor sites such as MacFixIt posted word that their media badges had been revoked. MacOSX.orgs Chevell says that Apple made a similar move at Januarys Macworld Expo/San Francisco, denying press access to his writers. "This underhanded move by Apple has nothing to do with Apple legal and underscores the tone of the Macworld Expo," he says. "Apple rules the Expo with an iron fist. This kind of treatment is rampant by Apple and should be remedied, but they know [journalists] will be back." Nick dePlume is the Editor in Chief of Think Secret. Related Stories:
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    Online News Editor
    Matthew has been associated with Ziff Davis' news efforts for more than a decade, including an eight-year run with the print and online versions of MacWEEK. He also helped run the news and opinion operations at ZDNet and CNet. Matthew holds a B.A. from the University of California, San Diego.


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