However, I have a big question for Scoble and the other corporate blogging proponents. What about Apple? Apple doesn’t blog at all as far as I know – even Dave Hyatt’s old Safari blog is long gone. Yet people hang on their every word, every product announcement. Even the completely uninteresting launch of the new Intel Mac mini and iPod Hi-Fi was talked about all over the place – I got sick of tabbing through people repeating the story in my RSS reader. Engadget and some other tech blogs had a posts for weeks before the keynote buzzing about the magical products that might be released. You couldn’t hope for better PR. And even after the disappointing keynote, people still had positive things to say, despite some worrying problems with the new Mac mini (I admit, I was stoked to buy an Intel Mac mini when they came out, but I think I’ll reconsider for the time being).

When I interviewed at Apple I asked them why they didn’t blog, why there wasn’t more transparency. They responded that secrecy and surprise are one of Apple’s biggest assets, which I completely understand. But I don’t see Apple employees blogging about Carbon, or Automator, or any of the cool things that people aready know about, the same way I see Microsoft employees blogging about .NET or Microsoft Gadgets. What I’d love to have explained to me is how a company can survive, or rather, be loved so thouroughly, completely, and perhaps irrationally, without the level of transparency Scoble prescribes. Is it that blogging doesn’t really help the way we hope it does, or that it only helps for new companies and companies that already start out reviled by much of the community such as Microsoft?

Update (3/29/06): Scoble and Shel Israel came and gave an enjoyable talk today, and I got to ask them a version of the question I had posted above. I wish I could have talked with them further, but they basically said that while Apple is a PR powerhouse now, their lack of transparency will bite them in the long run. I tend to agree with that, but I think right now blogging is significantly more necessary for companies that don’t have flawless PR or fanatical customers.