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Apple exec Eddy Cue: We appreciate 'great journalism' not 'rumours'

Apple's vice president of internet software and services Eddy Cue sat down with CNN's Brian Stelter to talk about Apple News, the company's built-in news reading app for the iPhone and iPad.

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At the end of the interview, Cue gave his candid thoughts about the press. The company, famously, often ignores or opposes coverage by the media:

CNN: There must be times when you read the news and you seethe. You see a story about Apple that is wrong, you see a rumour about Apple that is crazy [and so] it's interesting to see you talk about how much you appreciate journalism given that Apple is so severely scrutinised in the press.

Eddy Cue Rupert Murdoch
Apple VP Eddy Cue on stage with News Corp. CEO Rupert Murdoch. REUTERS/Brendan McDermid (

CUE: We appreciate great journalism more than rumours, certainly. But, then again, journalism is very, very important and we wouldn't trade it for anything in the world.

That quote, and what Cue means specifically by "great journalism" and "rumours," will be parsed and debated by many of the reporters and writers who cover Apple.

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Apple has had several battles with the media. It once engaged in a dramatic showdown with Gizmodo after the blog obtained a pre-production iPhone. Steve Jobs personally called Jesus Diaz, Gizmodo editor in chief, to ask for the device back. Gizmodo was then blacklisted from Apple events.

Mark Gurman, one of the most influential Apple bloggers, wrote a long article on how Apple controls the media narrative using access (usually to upcoming products or news) and aggression. He described Apple's press team as "probably the best in the world."

When Katie Cotton, the long-time head of Apple PR, left the company, Valleywag, the snarky blog dedicated to covering technology, wrote the headline: "Goodbye to Katie Cotton, the Queen of Evil Tech PR."

Most recently, Apple execs have gone out of their way to criticise a biography that Steve Jobs cooperated with because they didn't like the way it described some of the darker aspects of Jobs' life. Those execs appear to prefer a friendlier book written after Jobs' death. 

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You can watch the whole video here:

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