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Phase 1.5 of the “Apple Scandal” Lifecycle Begins

There is an interim phase in the lifecycle of an invented Apple scandal. Once the hacks in the blogosphere begin amplifying and distorting the original bullshit story, a (usually) heretofore unheard of company surfaces with “hard” data that somehow purports to reinforce the “Apple has a design flaw” meme. In this case the company is SquareTrade. And what’s SquareTrade’s stake in this? They sell accidental damage warranties—-surprise, surprise.

The key part, though, of phase 1.5 is that it allows publications that knew better than to report on the bullshit unsourced allegations that began the cycle to get in on the action and maintain a veneer of respectability.