The joys of Apple's crunchy prose

Not going to dive into the rights or wrongs of the Apple versus Government argument about encryption, but the company has done two things that are undoubtedly right.

First, Tim Cook (or someone on his behalf) has written a 'message to our customers' in crisp, unambiguous English. In a world where most bosses flee clarity as vampires flee garlic, his sharp arguments and short sentences are mercifully easy to absorb. Apple may be all modern, but it understands the importance of that old-fashioned skill, literacy.

Second, the company's home page is promoting the message as one of its main panels - in view without scrolling on most screens. Apple may be rubbish at communicating with non-customers (like journalists), but it knows how to get to customers and is one of its big channels. So putting a signpost here makes perfect sense.


There's something else here for other companies (and indeed for Apple at other times). This message has obvious relevance to customers, but so do lots of others things on a corporate site that do not get the same high profile treatment. That the company keep a close eye on its suppliers' labour conditions, that it is amazingly inventive, that its products are made in ways that destroy only a few of the earth's resources, that it is really quite nice to its employees; and so on.

We know that 'serving customers' is at the front of many web people's minds at the moment. It's important to remember that this does not just mean selling them stuff. It means anything, anything, that might make them think more favourably about a company. A lot of that is already on corporate websites. It just needs to be blasted more clearly across home pages.   

David Bowen