Pride Means Never Having to Say Youre Sorry

By Don Reisinger  |  Posted 2010-10-28 Print this article Print


5. It's not alone 

It's important to note that Apple isn't the only company that makes mistakes in the tech space. And it isn't the only company in the industry that hates to admit mistakes. It's probably more apt to say that Apple makes far fewer mistakes than the vast majority of companies in the IT industry. In that light, why should Apple feel the need to admit defeat or apologize when it makes a mistake? If the rest of the companies in the industry are against admitting defeat, Apple should be too. 

6. The degree of the issue matters 

A manufacturing issue is probably enough for Apple to want to admit defeat. After all, if a company can't produce a product with the right quality, there isn't much Apple can do to fix that. But in other cases where issues aren't so major, maybe Apple is right to not want to admit defeat. Something might not have worked out as well as the company would have liked, but it still worked to a degree that it was comfortable with. Simply put, the smaller the issue, the lesser the justification for Apple admitting defeat.

 7. It makes up for it elsewhere 

Apple isn't a company that likes to admit when it's wrong or apologize for issues, but it has a knack for making up for those problems elsewhere. The company's Apple TV, for example, might not be the best set-top box on the market, but with a $99 price tag, it's an awfully attractive product for customers on a budget. Apple walks a fine line between making mistakes and making people forget about those issues by compensating for them elsewhere. And that has helped the company minimize times when it actually needs to admit defeat. 

8. The corporate culture doesn't mix with defeat 

Apple's corporate culture, which has been largely determined by Steve Jobs, doesn't fit well with an admission of defeat. Time and again, Apple has proved that it believes it's better than the competition. Whether or not that's true is up for debate. But as long as Apple believes that, the company will keep rebuffing any requests to admit it's wrong. 

9. It's always looking ahead 

Part of the reason Apple won't admit defeat is its incessant desire to look ahead, rather than behind. If it delivers a product that doesn't work as well as it should, the company simply betters it in the next iteration. It has consciously decided that rather than accept a loss, it needs to find a way to overcome the defeat. It's an interesting tack, and it's one that has helped the company become so successful. 

10. It would rather fix the problem 

Whenever Apple is presented with a potential issue that it doesn't want to admit defeat on, the company typically fixes it. That was especially true with the iPhone 4's antenna problem. Rather than simply admit that the device has issues, Steve Jobs showed other products suffering from the same problem. He then announced that Apple would offer free cases to customers suffering from the issue. It was a smart move. And it's one that Apple likes to make whenever it doesn't want to admit defeat against the critics.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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