In Depth recently spoke with Adam to discuss his background, his daily duties as a reporter and the transition currently taking place at Apple and around the business world.
Covering Apple must be exciting. What do you do to stay on top of everything the company is doing?
Apple is probably the most over-covered company in the world. In many ways, that’s a good thing because it shows that there’s a lot of interest, so the things that we write are often well-read. To stay on top of it is a combination of building out our own stories and talking to the sources that we talk to, as well as keeping an eye on the different outlets that are out there.
It’s unique in that there’s a lot of very good websites and outlets that cover Apple specifically. They have rumors and they have their own sources, and so you kind of have to keep an eye on all of that in addition to the mainstream media outlets to get a sense of what’s going on and to decipher fact from fiction. Ultimately what we’re trying to do, because there’s so much information out there about Apple, is make it so when somebody reads something from us, they know that there’s some credibility to it and that that’s something that’s actually going on.
In terms of the reporting you do, what’s your routine like? Do you generally do longer, in-depth stories on the company, or is it more quick-hitting news pieces? What are the challenges you face with both?
There are two tracks that we try to balance – one is breaking news, and the other track is enterprise features. It’s a balance of those two. On some days, there’s a breaking news story that you jump on, and that’s the next day or two, or week. Other times, there’s a lull, and you have some extra time to work on some longer projects.
What privileges do you enjoy as a reporter for Bloomberg? Do you enjoy any kind of special access to Apple you might not get otherwise?
I’d like to think so. I think people return our phone calls promptly and put us on the same bar as other mainstream outlets. I think we’re not treated any differently from any of the other top-of-the-line organizations that are out there.
Looking to the future, do you think Apple will remain a compelling subject for years to come? What lies ahead?
For the time being, Apple remains a high interest for readers, and I expect that to continue. Right now, they’re in an interesting period where they’re coming out of the era of Steve Jobs, and now they’re going into the post-Jobs era. What new products they have in store has a lot of people curious. It’s going to be fun to try to figure that out and to cover it.
Photographer: Balint Porneczi/Bloomberg
© 2014 Bloomberg Finance LP