FORTUNE -- As John R. noted in the comment stream of Mary Childs' latest story on the Bloomberg newswire, she is not an idiot: "She knows using a sensational headline containing 'Apple' will attract readers."
Thus a rise in interest rates across the board is reported on Bloomberg as Apple (AAPL) news:
But perhaps John R. is being unfair. The article was edited by Alan Goldstein. Maybe he wrote the headline, in which case he should be reading the comments her piece drew. A sample:
To which I might add that a bond still has its face value if you hold it to maturity.
As is customary at Bloomberg, Childs and Goldstein attached their e-mail addresses to the bottom of the piece. I've never known a Bloomberg reporter to return e-mail sent to those addresses, but you're welcome to try.
First Bloomberg, now Reuters, have boiled Apple down to a two-word editorial formula.
FORTUNE -- How do you describe a company that grew like gangbusters but has entered a patch of slower growth?
Some desk editors at the business news services have hit on what they seem to think is the perfect phrase: Apple (AAPL) is "losing steam."
Last week it was Bloomberg News with this headline:
Harvard Liquidates Apple Stake After IPhone Sales MOREPhilip Elmer-DeWitt - May 14, 2013 11:13 AM ET
You can almost hear the reporter -- or maybe the editor -- saying "Gotcha!"
FORTUNE -- Student activists at Harvard University like to pore over the quarterly filings of the Harvard Management Company for investments they find politically incorrect -- like Smith & Wesson (gun manufacturer) or Vale S.A. (Brazilian mining).
But when someone at Bloomberg News opened Harvard's latest SEC 13F what jumped out at them was the first line of MOREPhilip Elmer-DeWitt - May 11, 2013 6:33 AM ET
The CEO of a key Apple supplier says the reporter tried to put those words in his mouth.
FORTUNE -- Most Asian journalists covering Pegatron's investor conference Wednesday focused on the fact that the Taiwanese electronics manufacturer's first quarter profits were up more than 80% year over year.
The theme of Thursday's second-day headlines in the U.S. was that Pegatron is on a hiring spree, boosting its workforce 40% and anticipating that communications MOREPhilip Elmer-DeWitt - May 9, 2013 8:50 AM ET
Don't Bloomberg's brainiacs know the difference between an RSU and a pay check?
FORTUNE -- Remember the stories in the tech press last year that named Apple's (AAPL) Tim Cook the highest-paid CEO of 2011? Remember the headlines a year later announcing that Cook had taken a 99% pay cut?
The problem with both narratives is that they treated the 1 million RSUs (restrictive stock units) Cook was granted in August 2011, MOREPhilip Elmer-DeWitt - Apr 16, 2013 10:33 AM ET
David Einhorn's battle with Tim Cook is on the cover of Bloomberg Businessweek
FORTUNE -- Hedge fund billionaire David Einhorn is best known for, in Bloomberg TV anchor Stephanie Ruhle's infelicitous phrase, the "activity in his shorts."
That goes a long way to explaining why the man who famously torpedoed Allied Capital and Lehman Bros. got nowhere last May when he told investors tweeting his every call at the annual Ira MOREPhilip Elmer-DeWitt - Mar 21, 2013 10:58 AM ET
Bloomberg does the math and says an iWatch would be a better bet for Apple than an iTV
FORTUNE -- Led by Peter Burrows, a veteran tech reporter with more than two decades under his belt, Bloomberg has taken a second crack at the Apple (AAPL) iWatch story that the New York Times and Wall Street Journal broke three weeks ago.
Bloomberg's contribution that first week was a report, sourced by two people "familiar with the MOREPhilip Elmer-DeWitt - Mar 4, 2013 7:30 AM ET
A veteran Apple watcher and a former Apple CEO add insight to insult
FORTUNE -- For readers who might someday find themselves on cable television fielding annoying or clueless questions in your area of expertise, here's a lesson from a couple of pros.
John Sculley, former CEO of Apple (AAPL), and David Kirkpatrick, my former colleague at Fortune, deftly turned a 7-minute interview on Bloomberg TV into an opportunity to set the record straight MOREPhilip Elmer-DeWitt - Dec 25, 2012 7:02 AM ET
Excerpts from Tim Cook's Bloomberg Businessweek interview
FORTUNE -- We always knew that Steve Jobs was going to be a tough act to follow, so I suppose his successor should be forgiven if he came across in his NBC and Bloomberg Q&As Thursday as painfully sincere and even a little schmaltzy -- something the more cynical Jobs always managed to avoid.
The big PR coup in both interviews, of course, was the news MOREPhilip Elmer-DeWitt - Dec 7, 2012 7:15 AM ET
What if Apple turned the iPad into an easy-to-use front end for real-time financial data?
News Corp. (NWS), a ship that leaks from the top, reports through AllThingsD that Apple (AAPL) has scheduled "an important — but not large-scale" New York City event in late January headlined by Eddy Cue, Apple's senior vice president for Internet software and services.
I'm having a hard time getting as excited about this as Kara Swisher seems MOREPhilip Elmer-DeWitt - Jan 3, 2012 6:52 AM ET
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