Immodest Apple takes PR guff to new heights, opening Newcastle store

By Patrick Avenell

SYDNEY, NSW: The fine people of the greater Newcastle region will be getting an Apple Store next week, with a new outlet opening in Charlestown on Thursday 21 October 2010.

Although other manufacturers would be chastised for selling direct out of so many locations, Apple is immune to this criticism, with the latest store opening testament to its cavalier attitude. The new store, which is located at Shop 2022 Frederick Street, will open at 5pm.

Whilst there is no doubt Apple manufactures and retails some very popular products, they also have a habit of going over the top in their self-aggrandising. If there were awards for the most breathless description of oneself, this piece of guff, included at the bottom of the press release announcing this store opening, would surely win the grand prize:

“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.”

It’s safe to say Apple is not a modest organisation.

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