At Decode we know the experience of trying to contact Apple in order to gain some competent answers and exactly how long this can take (4 hours on the phone waiting for a reply) but this is nothing compared to the ‘courtesy’ shown to a certain journalist who tried to contact Steve Jobs. Journalism student, Chelsea Isaacs, who is studying at Long Island University, was asked by her professor to write an article about the implementation of an iPad program at the campus.

Obviously, with it being about Apple she contacted the Press Office SIX times, presumably getting more frustrated as her requests remained ignored. She dug out an email address that is across the web supposed to belong to Steve Jobs, chief executive of Apple, hoping he could give her a straight answer.

Thursday 16 September 3.22pm (EDT) - Isaacs’s first email to Jobs.

Subject: Re: Mr. Jobs - Student Journalist Concerned about Apple’s MediaRelations Dept.

Dear Mr. Jobs,”

As a college student, I can honestly say that Apple has treated me very well; my iPod is basically the lifeline that gets me through the day, and thanks to Apple’s Final Cut Pro, I aced last semester’s video editing project. I was planning to buy a new Apple computer to add to my list of Apple favorites. Because I have had such good experiences as a college student using Apple products, I was incredibly surprised to find Apple’s Media Relations Department to be absolutely unresponsive to my questions, which (as I had repeatedly told them in voicemail after voicemail) are vital to my academic grade as a student journalist.

For my journalism course, I am writing an article about the implementation of an iPad program at my school, the CW Post Campus of Long Island University.

The completion of this article is crucial to my grade in the class, and it may potentially get published in our university’s newspaper. I had 3 quick questions regarding iPads, and wanted to obtain answers from the most credible source: Apple’s Media Relations Department. I have called countless times throughout the week, leaving short, but detailed, messages which included my contact information and the date of my deadline. Today, I left my 6th message, which stressed the increasingly more urgent nature of the situation. It is now the end of the business day, and I have not received a call back. My deadline is tomorrow.

Mr. Jobs, I humbly ask why Apple is so wonderfully attentive to the needs of students, whether it be with the latest, greatest invention or the company’s helpful customer service line, and yet, ironically, the Media Relations Department fails to answer any of my questions which are, as I have repeatedly told them, essential to my academic performance.

For colleges nationwide, Apple is at the forefront of improving the way we function in the academic environment, increasing the efficiency of conducting academic research, as well as sharing and communicating with our college communities. With such an emphasis on advancing our education system, why, then, has Apple’s Media Relations team ignored my needs as a student journalist who is just trying to get a good grade?

In addition to the hypocrisy of ignoring student needs when they represent a company that does so much for our schools, the Media Relations reps are apparently, also failing to responsibly handle the inquiries of professional journalists on deadlines. Unfortunately, for a journalist in the professional world, lacking the answers they need on deadline day won’t just cost them a grade; it could cost them their job.

Thank you very much for your time and consideration.

Sincerely,

Chelsea Kate Isaacs, Senior, CW Post - Long Island University

Sent via BlackBerry from T-Mobile

The answer pings back at 16:19 (57 minutes later):

From: Steve Jobs [address and header confirmed - CA]

To: Chelsea Isaacs

Subject: Re: Mr. Jobs - Student Journalist Concerned about Apple’s Media Relations Dept.

Our goals do not include helping you get a good grade. Sorry.

Sent from my iPhone

Gathering herself, Chelsea emails back at 4.37 (she’s taken 18 minutes over this):

Thank you for your reply. I never said that your goal should be to “help me get a good grade.” Rather, I politely asked why your media relations team does not respond to emails, which consequently, decreases my chances of getting a good grade. But, forget about my individual situation; what about common courtesy, in general —- if you get a message from a client or customer, as an employee, isn’t it your job to return the call? That’s what I always thought. But I guess that’s not one of your goals. Yes, you do have a creative approach, indeed.

Sent via BlackBerry from T-Mobile

She’s probably slightly annoyed by now.

Back comes the response at 17.10 (33 minutes, if you’re counting)

From: Steve Jobs

To: Chelsea Isaacs

Subject: Re: Mr. Jobs - Student Journalist Concerned about Apple’s Media Relations Dept.

Nope. We have over 300 million users and we can’t respond to their requests unless they involve a problem of some kind. Sorry.

Sent from my iPhone

And at 5.32 (22 minutes later) Chelsea has her answer:

You’re absolutely right, and I do meet your criteria for being a customer who deserves a response:

1. I AM one of your 300 million users.

2. I DO have a problem; I need answers that only Apple Media Relations can answer.

Now, can they kindly respond to my request (my polite and friendly voice can be heard in the first 5 or 10 messages in their inbox). Please, I am on deadline.

I appreciate your help.

Sent via BlackBerry from T-Mobile

Long wait. Perhaps he’s contacting the PR people, having realised that Isaacs is a valued customer and only needs answers to three questions in order to not miss her deadline and that the media relations team are probably the best person to go to? Perhaps not.

At 18.27, (just under an hour since Isaacs’s last email):

From: Steve Jobs

To: Chelsea Isaacs

Subject: Re: Mr. Jobs - Student Journalist Concerned about Apple’s MediaRelations Dept.

Please leave us alone.

Sent from my iPhone

No response has been heard from Mr. Jobs or Apple about the legitimacy of the emails, but as they come from the 17.x.x.x IP range, which is assigned purely to Apple, it’s not a big leap to say they come from Apple HQ. However there may be some discrepancies about which individual sent them. It has three conceivable possiblities:

1) Steve Jobs. The most likely answer, though there have been instances where Apple’s PR department have motivated themselves to claim a conversation was fake, though they have ususally been demanding money in return - not answers as in Isaacs case.

2) Someone inside Apple given the job of answering in Steve Jobs’ name because he clearly doesn’t have the time for such nonsense. If so, he probably needs to invest in someone who’s better at their job and doesn’t tarnish his reputation in a few minutes.

3) Someone inside Apple who has been assigned this email address and doesn’t know what they’re doing - but is trying. Trying but can’t handle it.

Whoever it is Apple really aren’t doing themselves any favours. They need to get a grip on their PR team because it really doesn’t look good.

Chelsea Isaacs didn’t get her answers about the iPad, and joins the, rather inexclusive club, for people who have gone to Apple looking for answers and have been left wanting.

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