Noah J Nelson on Thursday, Sep. 5th
Is it just me, or does tech reporting read like industrial espionage these days?
Take the word that has been getting around about shipments of "set top boxes" that Apple have been receiving all summer long. The presumption is that these could be the new, long fabled, take on the Apple TV product. I first read about it in Variety, of all places. "Apple Receives 40 Metric Tons of Set-Top Shipments Ahead of Sept. 10 Event" read the headline. Which just goes to show how closely Hollywood is watching Apple's moves in the entertainment realm.
The source for the information is "intelligence platform" Panjiva, a site aimed at giving buyers and suppliers a snapshot of trade on a global scale. Now used to fill virtual column inches on tech hungry blogs.
>Look, I'm as guilty of feeding the click-bait monsters as the next guy. After all, here I am blogging about tech bloggers which is just about the worst sin. Save for the sin that involves pouring over shipping manifests to determine what shiny new gadget Tim Cook may or may not stride out on stage with.
There's some serious talent to digging through all this data. Couldn't it be used for something, I dunno, more important than setting expectations for Cupertino's next big announcement?
There's another layer here: misdirection and misinformation. The kind that's used to manipulate the stock market. When rumors of new gear of any kind hit the tech circuit I used to merely brighten up with delight. Now I wonder who is manipulating whom. I find myself flashing back to the time when the Sega Dreamcast was laid low by a Sony marketing campaign that had gamers hold their breath for the Playstation 2.
On the Internet our attention is is the most valuable around, and when it can be manipulated by the powers that be they win. The rest of us lose, by being caught in a never-ending cycle of "news". Quality is lost amidst the din of all the hype.
Meanwhile, the world changes outside our windows. Only we're not around to notice.
Image: Current gen Apple TV.
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