Apple Inc 2010 Case Study Powerpoint Presentations

If U.S.A. v. Apple Inc. were decided on the basis of opening day PowerPoint presentations, the government could have rested its case before the first witness was called.

The Department of Justice’s visual presentation (see link to pdf below) was like something you’d expect from Apple(AAPL). The slides were simple, to the point and thoughtfully laid out. Companies were logos. Alleged conspirators were business cards with heads shots. And when the narrative called for incriminating e-mails to be quoted, the key sentences were called out and blown up big enough to be seen from across a crowded court room.

Apple’s presentation was like something you’d expect from a government agency. The slides were humdrum, the text was too small to read, and whoever was running the show had trouble projecting the right image at the right time.

To be fair to Apple, the heart of its defense is a legal argument about the purpose and the language of U.S. antitrust law that doesn’t lend itself to so easily to visuals.

But that’s another story. See The DOJ is arguing the facts. Apple is arguing the Law.

Link: U.S. v. Apple et al Opening Slides 6-3-2013

The Arthur W. Page Society, in alliance with the Institute for Public Relations, conducts an annual competition for the writing of original case studies by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations. The objectives of the competition are to introduce the practical applications of the core principles that define public relations as a critical function of management to scholars, teachers, and students, and encourage research that contributes to the profession's body of knowledge and provides practical suggestions on how to improve the corporate public relations function.

Student authors of winning entries and their faculty advisors are awarded cash prizes and recognized by the nation's leading corporate communications executives.


Note: All opinions expressed in the Arthur W. Page Society Case Study Competition case submissions are those of the individual authors or commentators and do not necessarily represent the views or policies of the Arthur W. Page Society.

Jack Koten Award

The grand prize winner receives the Jack Koten Case Study Award, named in honor of John A. "Jack" Koten, one of the founding members of the Arthur W. Page Society and its first president. The winning students are invited to the annual Awards Ceremony held each year at the Page Society's Spring Seminar in New York.


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