Boy, is Apple having fun at public relations – tipping its cap to Taylor Swift and announcing a new, human-powered, news service as part of its upcoming iOS 9 operating system.
For PR people, Apple News will be fascinating to observe. It will offer news gathered by human beings, not algorithms – the digital “beat walkers” used by Facebook, Google and other news apps. So it will be code vs. green eye shades. Who will be offering the best “real news”?
Apple’s jobs listing page says it’s “looking for passionate, knowledgeable editors to help identify and deliver the best in breaking national, global, and local news.” There’s likely to be an amply supply of such gurus, given their decline at more traditional news desks.
But you’ll have to go online, of course, to experience their coverage.