Marketing is important at Apple. To a degree beyond many other companies, they seem to play a extremely integrated role in product development. So, in all, they seem to be doing a pretty darn good job.
Because of this, I was surprised to spot a crack in the polished surface, and be annoyed by it. I was watching The talk show live from WWDC - where Gruber this year talked to a whole flight of Apple people about recent events and news. One person was constant however: Greg Joswiak, senior vice president of worldwide marketing. I have seen and heard Greg in previous Talk shows and generally have a good impression of the guy, but this time he actually ruined something.
In the lead-up to Craig Federighi's mighty guitar solo, there was a bit of talk giving the impression that Craig was reluctant to play, and when he did put on the leather jacket and guitar, Greg quipped: "Once again, marketing wins!".
Congratulations, marketing nearly ruined the moment for me.
I am not sure which side is more annoyed: my inner nerd or my inner four year old anarchist (or if there is any meaningful difference between the two), but that was the perfect way to make something feel like a forced circus performance. A pat on the head and a carrot afterward would have been worse, but at least clearer.
I think an appropriate response would have been a 25-minute solo, perhaps being dragged off stage by marketing while still playing.
🤘