Antennagate : The Looming Battle Between Apple & The Press

Let's be clear about it, Apple is having a hard time with the press, especially with outlets based in the US and the press conference on Friday over issues related to the iPhone 4 antenna reception only seemed to have strained the relationship between the two parties a little bit more.

On Friday, the Q&A started from 10:38 and ended almost 50 minutes later and from the onset, with a question related to Steve Jobs personal health, you just had a feeling that there would be some interesting exchanges.

As early as six minutes in the Q&A session, Steve Jobs said that the Bloomberg article which stated that Apple knew about all this beforehand, was a crock before stating that Ruben Caballero, the senior Apple Engineer mentioned by Bloomberg's article, said it was bullshit.

Few minutes later, Steve Jobs turned sarcastic by answering a question with a reference to Eminem and a band-aid that goes over the corner before turning his guns on websites that buy stolen property, a clear reference to Gizmodo.

Jobs later launched an attack on the press saying that some prefer to get more eyeballs on their sites even if it means pillorying a successful tech company like Apple.

He was particularly critical of the fact that even after 34 years, the press didn't appear to trust Apple as a company even if tens of millions of users do it daily.

Scott Forsell, one of two other Jobs associates, laid into the New York Times over an article saying that the antenna issue could be solved using a software fix, something he said was patently false.

Antennagate may well change the dynamics between Apple and the press, especially the bigwigs like Bloomberg or NYT. Apple could decide to change its approach by communicating more with its customers through adverts and marketing techniques rather than relying on the Press. Only time will tell.