Press Release Remains a Viable Tool at Apple

When giant companies like Apple make news, not all the attention is on the snazzy new products being released. Yes, the bright colors of the iPhone 5c and the fingerprint unlocking feature of the 5-s are exciting advances, but the methods employed to announce market-moving information is news itself.

Despite hype about the press release being dead, Apple continues to see value in distribution of a text and photo announcement via a commercial newswire service-  in this case, Businesswire.

The issuance of a good old-fashioned press release meant that the Bloomberg and Thomson-Reuters terminals used by stock traders instantly contained the full-text Apple announcement- and not just stories written by reporters and bloggers from the company’s Cupertino campus.

Apple’s continued use of the press release is a direct contrast to activist shareholder Carl Icahn, who has been using Twitter to announce his news of late. Icahn is a big Apple shareholder and it will be interesting to see if either side changes disclosure practices in the weeks and months ahead.

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