Apple suit violates loyalty

Apple Computers is shooting itself in the foot by targeting Harvard University freshman Nicholas Ciarelli in a trade secrets lawsuit. Apple is understandably upset that Ciarelli's website leaked information on two new products before the company could announce them at its January expo. But Apple has gone too far in suing Ciarelli and will quickly find that the bad press is not worth the legal action.

In statements, Apple has accused Ciarelli of "soliciting" information from employees who are contractually restricted from divulging trade secrets. But Apple should be going after these employees, not a young college student who loves their products. Apple should be ecstatic that a college student is so interested in their computers. Not long ago, PCs dominated the computer market as Apple's popularity was fading toward extinction. The rebound that has made iMacs and iPods wildly popular was miraculous, and Apple should be thankful for its good luck. The company is making a big mistake by punishing one its biggest fans for his enthusiasm.

Ciarelli's website is not exceptional, either. The internet is full of rumor mills, churning out predictions on new products, from high-end cars to cell phones. The difference is that Ciarelli got it right this time. But Ciarelli's loose lips did no real damage to the company, its image or its sales. In fact, Ciarelli's website was providing the company the benefit of free publicity and as well as perpetuating brand loyalty.

Apple should be mindful of targeting a college student. One of the two items announced at the expo was the new iPod shuffle, a variation of the small white box that has been adopted by college students across the country as the music player of choice. A person could not traverse Commonwealth Avenue without bumping into a student with these telltale white ear phones stuck in their ears. Students who develop a preference for Apple products now will be loyal Mac-users for life. Apple should not violate their loyalty.

Without question, Apple has a right to protect information about new products and make strategic decisions about when to announce them. But the company should protect these secrets from the inside. Apple would be much better off launching an internal investigation to find out who spilled the beans. Instead, the company has gone after one of its biggest fans and risked alienating its strongest consumer base. The company's best bet now it to drop the whole lawsuit and let people forget all about it.