Guest post by Larry Spada the vice president of branding and marketing at Outdoor Living Brands.

Apple changed my life. When I saw my first Macintosh computer in the mid-1980s, I was speechless.

My only exposure to computers at the time was those ugly, old, ochre cathode ray streams of digits beaming from clunky monitors – or those big monster server rooms that we typically see in spy movies.

So there I was, in my buddy’s office, looking at this unusual beige box with a seven-or-so-inch monitor. And he was showing me a slowly bouncing, rotating 3D black-and-white checkerboard-patterned ball. Continue Reading »

The iPad is finally making its launch tomorrow after about as much hype as only Apple can bring. So will you be in line to buy it? Is yours waiting to be mailed? Me? A week ago I would have said no, but now?

Several months ago, in typical Apple fashion, there was a leak (I am sure it was a complete mistake, uhhhhh). Apple was going to be announcing the launch of the iPad. Like all celebrity gossip magazines, it happened to be true (I think the Enquirer is more accurate than the NYT, but that is just me). I would like to thank Apple for giving me at least 20 jokes in regards to the naming of it.

My first thought was, I have a MacBook Pro Laptop, I have a desktop, and an iPhone, what on earth would I want with an oversized iPhone which I assumed its main use would be coming down Mount Sinai with one in either hand right after I parted the Red Sea. Continue Reading »

When I learned Steve Jobs had a liver transplant two months ago, my first thought was, “Wow! If I were on his PR team, I’d quit.” Talk about no transparency or honesty.

So I decided to look into the reasons behind Apple not disclosing his health issues before jumping to conclusions.

Turns out I still feel the same way I did initially…and following is why.

* On July 31, 2004, Jobs had surgery on his pancreas, nine months after being diagnosed and keeping it a secret from everyone but a small group of confidants.

* At the time, Apple entertained no questions about Jobs’s health, citing his need for privacy.

* In early January of this year, Jobs said he had a hormone imbalance that was “relatively simple and straightforward” to treat.

* A week later, he announced the issue was more complex and said he was taking a leave of absence.

* Two days ago we learn that the complex matter required a liver transplant.

* Jobs is notoriously secretive and controlling when it comes to his relationship with the media.

* Apple has drawn criticism from some shareholders over what they have called “limited disclosure of Mr. Jobs’s health problems.”

* Jobs is a leader, an executive, and a celebrity, who is widely viewed as the company’s irreplaceable leader, personally responsible for everything from the creation of the iPod to the selection of the chef in the company cafeteria.

I disagree that Apple and its board think Jobs’s health is a private matter. He has made himself a public figure synonymous with the brand; he is the face of the company. Many believe his health is instrumental in the stock performance of the company. While the U.S. has strict medical privacy laws, Jobs’s role as the company’s visionary trumps his right to privacy.

Avoiding questions about his weight last year. Telling employees, stakeholders, and his board he had a hormone imbalance. Announcing, just a week later, he had to take leave because it’s more serious than they thought. Then disclosing a liver transplant just days before he returns to work. And this is all in the past 12 months.

This screams dishonesty and non-transparency – especially in a day and age that we all are focused on transparency and authenticity – while using his right to privacy as an excuse.

As a communication professional, I recommend they focus on honesty and transparency, especially if Jobs comes back as the chief executive. If he really wants privacy and refuses to be transparent about both his personal and professional lives, it’s time to provide a clear succession plan and put other spokespeople in front of the cameras.

Until then, I quit if I’m on his executive team or am at his table as his communication professional. This is dishonest communication, no matter which way you cut it.