Stefan Mileschin

There are signs of a new attitude emanating from Cupertino, extending across Apple's relationship management of customers and competitors.

One of the two most important things you can say in English is "I'm sorry." (The other is "Thank you.") Failure to get the apology right brands a person as arrogant. As with people, so with companies -- to whatever extent they have personal relationships with their customers. In Apple's case, its best customers definitely feel personally involved with the company's ethos, products and leaders.

Apple's main personifying force is its CEO. That individual manages both the connection with customers and the competitive relationship with other industry players. Now, following an unusual apology to users, Apple startlingly unplugs one of its Android lawsuits against a competitor, and a profound personality change seems to be in progress. Apple is not apologizing for its historical Android rage. But the brand's official temperament might be changing at the core, with the company possibly becoming a more conciliatory actor in the field.

http://www.engadget.com/2012/11/12/e...al-innovation/