Apple Letter Breaks Little Girl's Heart

[Jeremy Charette]

<div class='os_post_top_link'><a href='http://www.macnn.com/articles/06/04/17/apple.makes.girl.cry/' target='_blank'>http://www.macnn.com/articles/06/04/17/apple.makes.girl.cry/</a><br /><br /></div><i>"Apple's corporate policy for dealing with unsolicited ideas may be changing. The company held a special meeting to discuss ways to improve its cold-hearted, boiler-plate response to any unsolicited improvements or suggestions submitted to the company, after it found out that it shattered a nine-year girl's heart. According to CBS 5 News, 9-year-old Shea O'Gorman wrote to Apple CEO Steve Jobs as her class was learning about writing business and formal letters...Although it took three months, the company finally responded to her letter--although it was not what O'Gorman and her family were expecting. Instead of a polite response from Jobs, the girl received a cold, stern letter from Apple's legal counsel telling her that the company didn't accept unsolicited ideas and that she should not send any suggestions to the company..."She was very upset, and kinda threw the letter up in the air and ran in her room and slammed her door," the girl's mother told CBS 5 News. Although Apple declined to comment on the story, a company representative reportedly called the girl to offer an apology (following an inquiry by CBS 5 News); in addition, the report says that Apple held a special meeting last week to discuss ways in which it could improve its corporate policy when dealing with children."</i><br /><br /> <img src="http://www.digitalmediathoughts.com/images/legostevejobs.jpg" /><br /><br />Something tells me this little girl isn't going to look for a job at Apple in 10 or 20 years. :lol:

[Jason Dunn]

It's things like this that reinforce the idea that Apple is run by cold-hearted SOB's. Everything about the way they act is arrogant.

[Mike Temporale]

(Love the picture, BTW)

What a bunch of idiots. It doesn't matter if it's a child or not, that's no way to respond to your customers.

Ya, you're right. I don't think she'll be looking at apple for work in the future. And I'm guessing her and her family might be turned off buying anything with Apple's name on it. As will others as this story spreads.

[Jeremy Charette]

I can see how Apple would be legally obligated to send out a standard form letter per their internal policy...but one would think it might be a bit more, um, "cordial" shall we say?

I'm also going to guess that a letter from a 9-year old might give some indication of the writer's age (i.e. addressed from her elementary school, hand-written, in crayon, etc...). One would think that a human being would have caught these signs before the nastygram went in the mail.

[Phronetix]

It's things like this that reinforce the idea that Apple is run by cold-hearted SOB's. Everything about the way they act is arrogant.

Come on, Jason. Let up a little on the Apple bashing. I agree that it's a boneheaded policy, but I bet that reply letter was one of dozens that gets sent out automatically every day. Apple went the extra step it needed to and reports they're changing their corporate policy.


I don't think this article is the least bit newsworthy.

Dennis

[Jeremy Charette]

Newsworthy? Debatable.

Funny? Absolutely! :lol:

And we all know Jason is anti-Apple. We love him anyway. :wink:

[mrozema]

If it wasn't for this article, Apple would still be sending out these poorly crafted form letters.
I don't care who sends or receives it, that's just bad form. I assumed the company was run by humans and not by machines. :roll:

[Phronetix]

Newsworthy? Debatable.

Funny? Absolutely! :lol:

And we all know Jason is anti-Apple. We love him anyway. :wink:

Agreed. :lol:

I guess I wanted to comment on how easily this company I admire rubs others the wrong way.

Jason is welcome to his opinion, and it comes not entirely without merit. But, c'mon, large companies do dumb stuff like this all the time. It takes some whiney parent like this girl's mom to rescue her and go to the media. The mom is teaching her daughter that it's Apple's responsibility she got upset and cried. Poor lesson, in my opinion.

Dh

[Jeremy Charette]

Frankly, I think this whole incident is a good thing. It has publicly identified a problem with Apple's policies and procedures, and is forcing them to make changes. That's great! Hopefully they'll start thinking more like human beings, and less like lawyers and machines.

Except for Steve Jobs. He's definitely a robot.

[Vincent Ferrari]

Just for the hell of it, here's a post I wrote on my personal site about this story over the weekend:

Apple is everyone’s favorite whipping boy. From the constant derision directed at it for being “elitist” to the criticisms for its products consistently being underwhelming, overpriced, and flying off the shelf because of fanboys (like me), Apple can never seem to catch a break.

9-year old Shea O’Gorman wrote to Apple with suggestions on how Apple could improve her iPod Nano. In return, she received a form letter from Apple’s legal department informing her that Apple does not and cannot accept unsolicited product ideas, and urging her not to send any in the future.

Seems straightforward enough. Of course the parents of Shea O’Gorman immediately contacted the media to get their 15 minutes of fame with a sob story about how big bad Apple made their little girl cry.

Can you say “non story?” I surely can.

First, Apple was not only within their rights to tell this girl to f-off, but they were actually smart to do so. Not doing it would be opening themselves up to legal problems in the future if they implemented ideas similar to hers. Secondly, Apple explained that clearly in the letter (something the camera glosses over in the report, but the reporter never mentions). Thirdly, to the pompous ass at the end who noted that Steve Jobs would probably be watching that report and be embarrassed and respond, get over yourself dude; you’re a local newscaster. Steve Jobs doesn’t care what you have to say.

The mom in this case is a total bore, lecturing Steve Jobs on business and dealing with children. I understand that most of her anger is directly due to her daughter crying, but her daughter is owed an explanation as to why Apple reacts that way, not some pandering “they’re wrong” crap. She needs to learn that not every person that makes her kid cry is a bad person, and your kid crying does not make her automatically right.

A little bit of parenting at the moment the crying began would have solved this thing. Instead of parenting, mommy went to the nation’s number one babysitter: television.

Shea needs to learn that just having an idea does not entitle you to an audience to hear it, especially when it might get the company you send it to in legal trouble down the line. If Shea is going to be writing adult letters to adult corporations, mommy should teach her how to handle adult rejection.

It really is that simple.

(Oh, and just for the record, the Nano has the feature to show lyrics on the screen already; another lesson of making adult suggestions to adult companies would be to make sure your great idea isn’t already being used)

[Jason Dunn]

Cold vincenzosi, really cold. 8O

[Vincent Ferrari]

Isn't that the way the adult world is, though?

Honestly, the girl cried because her feelings got hurt, not because of anything Apple did. Her parents should've done a little more explaining and a lot less contacting the media. What if they had written a really nice personalized letter and enclosed an autographed Steve Jobs black turtleneck? If she cried then, would Apple still be bastards?

I know it's really cool these days to bash the hell out of Apple, but in this case they're just doing what any other corporation would do.

It's a parent's job to explain the world to their children. The fact that they jumped in front of a camera means they told their daughter that Apple was at fault, that she was wronged, and they were gonna get those bastards back. Regular normal parents would've taken their daughter aside, explained why that letter was sent, maybe called them jerks or whatever, and been done with it.

I don't know about you, but television cameras and reporters are not the way I cope with problems.

[Jason Dunn]

I know it's really cool these days to bash the hell out of Apple...

Are you kidding me? Apple is the mainstream media DARLING - they can do no wrong, the iPod is sheer perfection, blah blah blah. I hardly see any criticism of Apple, unless it's right here on Digital Media Thoughts where we try to avoid the brainwashing that effects most media outlets. I criticize Microsoft, Adobe, and pratically every other company out there - because all can improve.

Look, Apple's lawyers are just as stupid as Microsoft's were with the "Mike Rowe Soft" thing last year, and they got blasted for it, deservedly so. Any time you let lawyers dictate how to communication with consumers/end users, you're just asking for idiocy like this to happen.

...but in this case they're just doing what any other corporation would do.

So just because it's what everyone else is doing, that makes it ok? I don't buy that logic. And it's not what "any" other corporation would do. I've given all sorts of companies a LOT of feedback over the years, in a variety of mediums, and I've NEVER gotten the type of response that Apple gave.

You seem to be much more upset about the parents going to the media than the actual subject at hand.

[Vincent Ferrari]

1. The letter essentially said, "Don't send in suggestions, we don't want them."

2. It should be what any company does with unsolicited ideas, if it isn't already, because all Apple is doing is opening itself up to liability if they ever adopt an idea similar to one this girl suggested.

3. This was a FORM LETTER (key word here, FORM). It wasn't tailored to young Shea, it was a letter sent to all.

The fact is this was a young girl playing around in an adult world, and she got an adult response she didn't like. Nobody has seen the letter, but if the quote from the article is to be believed, all it said was they weren't interested and don't send suggestions.

Honestly, what's so wrong with that? Should they have done it on perfumed stationery?

And don't get me started on Apple bashing, dude. There's a huge anti-Apple backlash going on, and you really don't have to look very far to find it.

[Damion Chaplin]

My personal feelings about Apple happen to echo Jason's. I try my hardest to spare you all my rants and make posting on Apple stuff as impartial as possible. I expect you to call me on it when I am bashing them unfairly. However, I don't think this is one of those cases. Maybe Jason could have phrased it more 'diplomatically', but I think we're past the hand-holding stage of life, eh?

That being said, I think vincenzosi is right that this was a form letter sent out by someone who didn't want to take ownership of responding personally to this little girl, which would have been the appropriate thing to do. If only we could all hire A-players that take ownership and follow-through on things they know they ought to do... Unfortunately, that would preclude about 60% of the population from employment (probably much more).

So I guess I'm a little surprised at the response that Apple gave, but can you imagine the form letter she would have received from Microsoft?

P.S.: I don't buy the 'legal ramifications' argument. Companies use suggestions from end users all the time and don't worry about legal issues. It's not like the user said "Here's a suggestion, but you have to pay me for it if you want to use it".

[Phronetix]

You seem to be much more upset about the parents going to the media than the actual subject at hand.

In a case where we don't know what either letter actually said, it really is the only thing on which one can pass judgement.

I'm really uncomfortable with this mother's parenting decision, especially since in the news report she makes a point of affirming her daughter and implying she is doing this to teach a lesson.

I think the child's mom took this to an unnecessary level, and probably believes she is responsibly modeling for her daughter. I think that there is an underlying message that is at the heart of why most confrontation occurs to begin with, and that is the general belief that when someone makes me feel upset, it is not me, but they who are responsible for those feelings. This is just not true, and never has been.

This girl's mother has simply taught her daughter that she need not assume responsibility for her hurt feelings, but exact punishment from the apparently responsible party, in this case, Apple. More specifically, Steve Jobs.

There were other ways to help her daughter through this. I strongly feel this mother has chosen ones that are not in her daughter's best interest.

Dennis

[EscapePod]

vincenzosi is absolutely correct. and so is Apple. Pay attention to the News over the last few years. How many times have we seen or read that somebody is suing somebody for allegedly "STEALING" their idea???

If it isn't Apple, its Microsoft, or Disney. The list is endless. Somebody submits an "idea", thinking they are the only one to ever think of it. Meanwhile, people on big business' payroll are sitting around thinking up the same stuff. Feature gets released..... letter writer claims big business STOLE their idea -- hopes big business will hand them a wad of cash to go away.

Apple did the right thing, and so should every other intelligent company.
(PS -- and I don't even own an Apple product)

[Mike Temporale]

Oh give me a break. The letter was written in pencil crayons for crying out loud. (follow the links and watch the original video) Apple surely could see that this was a child and acted accordingly. They can still say thanks but no thanks without being so mean. Especially when it is obviously a child.

Is the story really that news worthy? Probably not. However, Apple has admitted that they made a mistake and are learning from this. Which makes me wonder why you guys are all claiming that they took the right action? Apple even thinks they screwed up.

[klinux]

Is a contract written in crayon less legally enforceable than one written in pen and ink?

If in 2002 I sent in a letter to Apple written in dirt, chalk, crayon about a video iPod and Apple's form letter is a happy "Thank you we will always happy to hear our customers feedback and we will see what we can do to make it better!" - you bet your digital media device that I will consider suing. The upsaid payoff is way too much to be ignored.

This is definitely not newsworthy.

[Jason Dunn]

This is definitely not newsworthy.

So, I think this is pretty funny. No one complains when we posted about the "Mike Rowe Soft" incident, no one complains when we post about the RIAA going after people, but when Apple makes a corporate mistake, it's suddenly "not news" to talk about it. Huh? Double standard anyone?

[Mike Temporale]

Is a contract written in crayon less legally enforceable than one written in pen and ink?

Nobody said it was any less legal. Did they?

The point is the response can still carry the same message but in a more constructive manner. Especially when the letter is clearly from a child. For that matter, it shouldn't make a difference who the letter is from. A nice polite response that still outlines the same restrictions would be a much better way to do business.

Even Apple has admitted that the current approach is wrong and they are taking steps to change things. Yet everyone still thinks they did the right thing. :roll:

[mrozema]

I agree. The tone in which they gave the response was completely un-called for. She's just a child. Sugar coat it!

[Vincent Ferrari]

Everyone is talking about the "tone" of Apple's letter and how wrong it was.

Has anyone actually seen it? :?: :?: :?:

If so, could someone share a copy?

I happen to believe it's a standard "Don't send unsolicited ideas" form letter, and if so, there's no "tone" other than cookie cutter legalese from the legal department of a very large corporation.

If someone can prove otherwise, I welcome the enlightenment.

If not, I suggest people stop talking about that which they have not seen.

[Felix Torres]

For what it is worth: I think this *is* newsworthy; in a Jeanne Moss, CNN/soft-news sense:
It is a man-bites-dog story.

I mean, Apple is a master of marketting, hype, and media manipulation.
They routinely get away with murder.
And here they laid an egg.

Somebody in their legal department didn't think a letter written in *Crayon* deserved any different treatment that a professionally-formatted unsolicited proposal, and they sent an adult-style form letter.
Huh? Media relations 101; children and puppies are off-limits!
They could have done *nothing* and it would've been fine.
They could have sent the kid a two line note and a couple of Apple promotional stickers or tchotches.
Or, they could have sent out a nice little letter thanking her for her support and inviting her and her classmates to the nearest Apple store for a full demo of how to use her pod and alerted the local media to make a marketing event out of it.
Instead, the company that invented high-tech evangelism missed an easy pop-up and it bounced off their head, Canseco-like, for a homer.

That *is* news.

Especially newsworthy is that the media (in California of all places!) turned on Apple.

Could the media be starting to take a more critical eye on Apple?
Sorry, folks, that *would* be major news, if it actually happened...
(Way overdue, buy I'm not holding my breath for it to actually happen, of course.)

[Phoenix]

Is a contract written in crayon less legally enforceable than one written in pen and ink?...

:roll: You're starting to sound like an attorney, which brings me to say that I think the true source of issues like these are in fact, attorneys.

They're the ones who largely make the world a place where you can't breathe oxygen without getting sued by everyone, or where we can sue anyone for every stupid thing under the sun to the point where society behaves as though it's locked in some seemingly drug-enduced sue-crazed frenzy.

And yes, I realize it's not just the attorneys, but also the judicial system which gives attorneys these freedoms.

And please, let's not start on "freedoms are the foundation of society" blather. There's also commonsense and responsibility.

Although attorneys do make valuable contributions, they're also largely responsible for helping to ensure that any country's entire nationwide court system will remain completely swamped for the next thousand years.

But if things weren't this way, then companies wouldn't feel the need to make an issue out of peoples' letters like this in the first place - especially one written by a child.

At the very least, it's good that Apple is talking about making some changes when dealing with kids (when they know that's who they're dealing with), who are more mentally and emotionally delicate. We can't (and don't) deal with kids the exact same way we deal with adults on an individual level, and neither can companies.

[klinux]

This is definitely not newsworthy.hen Apple makes a corporate mistake, it's suddenly "not news" to talk about it. Huh? Double standard anyone?

Well, my post followed Mike's which asked the possibly rhetorical question whether it was news worthy?

If someone posted the same question re Mike Rowe Soft or RIAA, and my post is the one right following that, I will answer it too. So I do not see it as a case of my telling you or anyone else that this is not newsworthy simply for the fact that this is Apple related.

I am as much against Apple fanboys as anyone here - I should point you to some of my posts on Apple forums.

[klinux]

Some of you have made the statement that the letter is in crayon thus it is clearly from a child so cut some slack etc.

Nevertheless, you also know that patent and intellectual property lawsuits are rampant.

As in my original post, I outlined an example where one can patent something (implied), write something in crayon as if it was from a child, send it to a company where the patent may (or most likely will) be used, wait for their reply saying "thanks for your feedback, we will think about it", wait for said company incorporate ideas related to patent, ???, profit!

How do you protect oneself from that? What will you do when you get hit with such a lawsuit?

You may argue that surely judges and juries won't buy such tenuous reasoning made by those lawyers! Well, stranger things have happened.

I think there is enough blame to go around - greedy patent profiteers, corrupt legal system, boorish corporate PR and legal dept, sensationalist journalists, thin-skinned Americans, back-seat drivers like posters on this forum :) - the list goes on. The buck does not stop at just Apple.