The video: When Chelsea Kate Isaacs, a 22-year-old Long Island University journalism student, called Apple's public relations team last week for help with a story about iPads in the classroom, she was met with silence. So she emailed Steve Jobs, who is known for occasionally answering fans. Jobs did respond to Isaacs, but testily. "Our goals do not include helping you get a good grade," he wrote. After further pressing from Isaacs, he requested: "Please leave us alone." The exchange became a hit online, and on Monday, Isaacs was invited on "Good Morning America" to recount the episode.
The reaction: "Apple doesn’t take PR seriously," says Jim Edwards at BNET, and this email exchange illustrates "everything that is wrong with Jobs' management of his company’s image." Sure, he sounds a little "grouchy," says Toni Bowers at TechRepublic. But Jobs actually showed admirable restraint in responding to this string of "snarky" emails from a pipsqueak journalist with an outsized notion of her own importance. Ideally, she would have learned a lesson from the episode, but instead she (predictably) chose to cast herself as a "victim."