Some Apple intern must get to CEO Tim Cook ASAP to give him a sample of Jimmy Kimmel’s long-running “Celebrities Read Mean Tweets” segment. Maybe the head honcho of the world’s most profitable company would then learn how to take a joke or gracefully parry an online insult.
Granted, the stars invited to the late-night talk show to basically offer a lesson in self-deprecation are usually subjected to one mockery at a time, not to mention they’re probably warned well in advance of what’s coming.
Meanwhile, Tim Cook was hit by an unforeseen avalanche of chiefly light-hearted digs on Twitter following his Super Bowl photography gaffe, so it’s perhaps excusable he (or whoever’s actually in charge of his social media activity) quickly lost patience, and wiped out all traces of possibly the blurriest pic ever taken with an iPhone.
Of course, you can’t really delete anything from the web, especially something hilariously embarrassing about a world-class famous person, so the snapshot that makes it impossible to tell if it was captured on a football field or, well, agricultural field will linger in Google searches, on news outlets and humor websites.
What we can’t defend about Cook’s damage control approach in the aftermath of the PR blunder and ensuing controversy is the apparent blocking of certain Twitter followers who Cupertino’s social media crew feel went too far.
The problem is they actually didn’t, as far as we can tell, tweeting civil jokes about how Apple’s CEO could use a Samsung Galaxy S6 Edge+ or LG G4, or how the notorious photo could headline a “Shot on iPhone 6” billboard. You’re doing the Internet thing all wrong, Mr. Cook, and that reflects poorly on your tech juggernaut.