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• Bloomberg Businessweek looks at Apple’s potential for future growth, even after hitting a historic market capitalization milestone earlier this week.
• More fallout from the Genius ad debacle? Shortly after pulling the ads from TV and the web, the executive producer behind Apple’s ads has quit TBWA/Media Arts Lab, the agency that’s produced Apple’s iconic ads for decades. (via Advertising Age)
• We’re still awaiting the jury’s decision in the Apple-Sasmung patent case in California. But a South Korean court has ruled in a similar case between the two companies. Bloomberg reports that Apple was found to have violated two Samsung patents, and Samsung to have infringed on one Apple patent. Apple has to stop selling the iPhone 3GS, iPhone 4, iPad and iPad 2 in South Korea, while Samsung has to pull the Galaxy S, Galaxy S II, Galaxy Tab and nine other products off store shelves in its home country.
• It’s pretty clear Apple’s ready to introduce a new iPhone and a smaller iPad in time for the holidays. But will it be at the same time? John Gruber has a theory that Apple will hold separate events less than a month apart to maximize exposure of both gadgets.

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• Apple became has been the most valuable public company by market capitalization for months. But, as MacRumors, noted today, it now has the distinction of being the most valuable publicly traded company of all time (not counting inflation) when its market cap hit $619.37 on Monday.
• In response to a security report last week that text messages aren’t completely secure, Apple tells Engadget that yes, SMS in general can be spoofed, and that for better security, users should please use iMessage instead.
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• AdvertisingAge examines what brought on the “hysterically negative reactions” to Apple’s “Genius” TV ads — and defends the intent of the ads.
• Is Apple readying for direct sales of Macs, iPhones and iPads in Russia? Russia Today reports on the signs that Apple is getting ready for such a move in 2013.

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Mashable got a statement from TBWA/Media Arts Lab, Apple’s longtime advertising agency, on why the ads are no longer airing:

A rep for TBWA/Media/Arts Lab, Apple’s ad agency, says the ads are not running anymore, but that was the plan all along. The ads were intended only for a “first run” during the Olympics, which meant just the first weekend of the Games, the rep says.

Wait, what? They shot three different ads, which appeared to be part of some sort of franchise in which the Genius helps Mac users in a variety of situations — and in the process highlight Apple’s retail stores and customer service – to run for a single weekend? It’s possible. But we know from years of experience that when Apple hits on an ad campaign that works — the iPod silhouettes, “I’m a Mac,” and even the more recent celebrities-using-Siri campaign — it’ll milk that. Sometimes for years.

Perhaps what’s most suspicious about the agency’s excuse is how familiar it is. Here’s Microsoft Chief Strategy Officer David Webseter on those much-maligned Bill Gates-Jerry Seinfeld ads the company ran several years ago:

But by the same token, we got into this really weird dynamic where people thought that because we only ran three ads and it was criticized in the blogosphere that we had somehow pulled it as a result, despite the fact that we had actually architected it that way, and that created its own obvious weird news-cycle spin. But truthfully, it got a lot of views. Amongst regular people who weren’t professionally critiquing us, they were regarded as just being funny, non-sequitur kinds of ads, and we moved into the subsequent column.

I didn’t find the ads to be as awful as others did. And, like Microsoft said about the Seinfeld spots, the Genius campaign seemed directed at reaching a different demographic than people who already count themselves Apple customers. But pulling the ads so quickly, plus the curious reasoning that it was all part of the plan, indicates that Apple may not have been delighted with the response either.

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