Analyzing Apple’s Boilerplate

A boilerplate is a flexible term used to describe many different things, but Apple’s (s aapl) boilerplate is those lines of text that you see at the bottom of each of all its press releases. The boilerplate remained largely unchanged for years as this:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.

As Apple evolved and released products such as the iPod and iPhone, the boilerplate evolved. Actually, we made a post about this in 2007 shortly before the first iPhone shipped analyzing how the boilerplate has changed over the years. It’s a great read and shows each iteration of the boilerplate throughout the history of Apple.

I was just browsing through Apple Press Releases, which I find myself doing every other week, and noticed the boilerplate has changed. It now reads:

Apple ignited the personal computer revolution with the Apple II, then reinvented the personal computer with the Macintosh. Apple continues to lead the industry with its award-winning computers, OS X operating system, and iLife, iWork and professional applications. Apple leads the digital music revolution with its iPods and iTunes online store, has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

In a recent post, I criticized Apple’s lack of commitment to MobileMe and how this affects their bottom line of iPhone sales. I also criticized which is Apple’s online collaboration tool for documents. When you read this text that is injected on each and every press release, it’s important to recognize exactly what products and services Apple chooses to highlight.

  • OS X
  • iLife
  • iWork
  • Pro Apps
  • iPod & iTunes online store
  • iPhone & App Store
  • iPad

Apple makes a point to highlight a few products that many analysts and Apple watchers consider a part of Apple’s back burner because any Apple special event or announcement usually has something to do with iPhone and iPad and before that, iPod was Apple’s big push. Mobile is clearly what Apple is focusing on as far as public outreach and marketing since mobile is 80 percent of the products mentioned (if you include the iWork apps for iPad). Heck, even the famous long-running “Get a Mac” ads featuring Justin Long and John Hodgman have been cancelled for good.

OS X is mentioned first as it still remains the core of Apple’s everything. Every mobile Apple device is destined or at least optimized to plug into a Mac running OS X. iLife and iWork are still phenomenal applications that help people express themselves and get work done and pro apps are Final Cut Studio, Logic and the recently discontinued, Shake software.

Check our our TechUniversity screencasts on iLife, iWork, Final Cut, Logic and more! (subscription required)

When is the last time Apple devoted more than 10 minutes to any of these non-mobile products in a keynote or special event? The last time iLife and iWork were heavily demoed was at the rather boring Phil Schiller keynote at Macworld 2009 where I can attest that he demoed every single new feature and somehow found time within the two hours to talk about a new Unibody MacBook Pro but that was the entire keynote.

Apple is frequently refreshing its Macs, updating iPods with more storage and thinner form factors and the pro apps generally see an update every 18-24 months, but it feels like iPhone and iPad are Apple’s core business right now.

Irregardless of what we think and what analysts and bloggers perpetuate as Apple’s most talked about products, the truth is, Apple has chosen to include these less featured products in its boilerplate. If you’re scratching your head trying to determine exactly what Apple is focused on, look no further than the list above.

It actually takes away from the recent news story that filled the blogosphere about Apple cleaning house and getting rid of a vast amount of its pro apps team responsible for Final Cut and other applications. Apple went on record saying this was not true and anyone paying attention to the boilerplate can see that Apple makes a mention of Pro Apps as a part of its core business.

Now, if we could only get Apple to admit that the iPad really isn’t magical.