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  • Asymmetrical Screw Rumor was a Swedish Design Company Experiment


    The “leaked” asymmetrical screw that we and many other Apple sites reported on last week turned out to be a fake. Apparently, the whole story was put forth as an experiment by a Swedish design company to show how Apple rumors propagate themselves across the internet. The asymmetrical screw initially popped up on Reddit from a user with a throwaway account, claiming that it was being designed by a “certain fruit company.” We ultimately deemed that it was probably something that wasn’t legitimate.

    The coverage for the story in the Apple space followed a similar tone. One thing that the perpetrators of the experiment discovered was that while most major news sources reported on the news with skepticism, the story spread the social media networks as a fact. According to Lukasz Lindell of Day4.se, most “critical thinking was vaporized” at this level. Lindell mentioned the following:

    Originally Posted by :
    Clearly was, the blogs and newspapers that reported on the screw all fell back on that this was a vague rumor, unconfirmed, but yet discussed what impact the screw could get for the Mac world if it was in use. However, we noticed a difference in the discussions from the readers. While the reporters did not agree fully with that this would happen, pointing out that this was a rumor, readers more clear in their view. Either they perceived the news as truth, or called it fake, no grey zone in between. The split between the two camps, was quite unequal. An estimate would be that 90% regarded the screw as a fact and based all the further opinion on that, only 10% were critical to accuracy.

    With each step further away from the source the perception that this would be true increased. On Reddit, where the original entry was made we see it as a 0 mode, the image was posted, nothing more or less. Newspapers and blogs that draws attention to the behavior (Yahoo, Macworld, Wired) takes it with a grain of salt, so the truth factor goes down a bit. The commentators to the articles takes it almost as 100% truth, raising the truth factor bar. The commentators / readers who spins it on in their own social media (Twitter, G +, Facebook) defines it as the truth, all doubt is gone. In what segment do you pick up your information, and which one affects people the most?
    One thing that the company seemed to overlook was the fact that the experiment was about Apple, a company who is known for being secretive. The fact that Apple tries to keep things hidden, even when there’s a lot of mounting consumer interest regarding what’s to come next, is something the Cupertino California company wants to happen. One of the flip sides to this approach is that rumors never get affirmed or denied directly by Apple, which results in misinformation virally spreading. This makes it seem that the experiment regarding the asymmetrical screw is one that can’t be run for another company for the very same reason. Overall though, the experiment run by the folks over at Day4 was a great one to learn from. It should be a lesson to not only readers and enthusiasts but also to tech journalists and speculators. Unless you hear it directly from Apple, every mention of upcoming products or projects should be taken with a grain of salt.

    Source: Day4 via Cult of Mac

    *Special thanks to Caleb Gardner for sending this in*
    This article was originally published in forum thread: Asymmetrical Screw Rumor was a Swedish Design Company Experiment started by Akshay Masand View original post
    Comments 12 Comments
    1. Carvensno's Avatar
      Carvensno -
      This is why I don't believe anything for fact until Apple is on stage an says here it is ;-) Then it's FACT!! And not rumor! Lmao ;-p
    1. Breezy215's Avatar
      Breezy215 -
      Quote Originally Posted by Carvensno View Post
      This is why I don't believe anything for fact until Apple is on stage an says here it is ;-) Then it's FACT!! And not rumor! Lmao ;-p
      ^ same here!
    1. bigboyz's Avatar
      bigboyz -
      Finally FACTS! Thank you in advance
    1. kidrobot714's Avatar
      kidrobot714 -
      that screw looks so damn sexy!
    1. feidhlim1986's Avatar
      feidhlim1986 -
      Proof that Apple "news" sites will lose their crap over anything and everything.
    1. mr117's Avatar
      mr117 -
      You know, if you print/report something, it becomes news. If you don't, it doesn't. Every time a new device is coming out, every site races to post whatever they can find, 99% of which is truly ca-ca. Because if they don't someone else might, and god forbid THAT happens. So we get inundated with ca-ca, people get their panties in a bunch because something printed isn't what they want or believe should be included in/on the device, and then when the device is finally released, everyone makes a fuss about what it is/isn't and who was or wasn't right. This is pure silliness. Until the device is released, no one knows, and no one should really care. Because no one can control what Apple is going to do. So it might be nice if sites just... quit posting this garbage and then did a thorough test of the device AFTER it came out. But the odds of that are what, nil?
    1. bigliquid530's Avatar
      bigliquid530 -
      I love the whole fact and fiction news keeps you guessing you know on the edge of your seat
    1. Colin9001's Avatar
      Colin9001 -
      Quote Originally Posted by mr117 View Post
      You know, if you print/report something, it becomes news. If you don't, it doesn't. Every time a new device is coming out, every site races to post whatever they can find, 99% of which is truly ca-ca. Because if they don't someone else might, and god forbid THAT happens. So we get inundated with ca-ca, people get their panties in a bunch because something printed isn't what they want or believe should be included in/on the device, and then when the device is finally released, everyone makes a fuss about what it is/isn't and who was or wasn't right. This is pure silliness. Until the device is released, no one knows, and no one should really care. Because no one can control what Apple is going to do. So it might be nice if sites just... quit posting this garbage and then did a thorough test of the device AFTER it came out. But the odds of that are what, nil?
      +1
    1. Own3d's Avatar
      Own3d -
      What a f'n waste of reading material.
    1. iPhonePutz's Avatar
      iPhonePutz -
      Quote Originally Posted by mr117 View Post
      You know, if you print/report something, it becomes news. If you don't, it doesn't. Every time a new device is coming out, every site races to post whatever they can find, 99% of which is truly ca-ca. Because if they don't someone else might, and god forbid THAT happens. So we get inundated with ca-ca, people get their panties in a bunch because something printed isn't what they want or believe should be included in/on the device, and then when the device is finally released, everyone makes a fuss about what it is/isn't and who was or wasn't right. This is pure silliness. Until the device is released, no one knows, and no one should really care. Because no one can control what Apple is going to do. So it might be nice if sites just... quit posting this garbage and then did a thorough test of the device AFTER it came out. But the odds of that are what, nil?
      +1

      Hands down, the most intelligent post I've read on this site in months. Thank you!
    1. Christophxr's Avatar
      Christophxr -
      I don't think the odds are so low; there might be a Reuters of consumer tech one day. Social media will always spread rumor like wildfire like it does today with every bit of faulty hyperbole that comes around, and even some news sources do the same, but there are quite credible ones as well. Consumer tech is still very relatively new compared to, say, policy and social issues.

      Quote Originally Posted by mr117 View Post
      You know, if you print/report something, it becomes news. If you don't, it doesn't. Every time a new device is coming out, every site races to post whatever they can find, 99% of which is truly ca-ca. Because if they don't someone else might, and god forbid THAT happens. So we get inundated with ca-ca, people get their panties in a bunch because something printed isn't what they want or believe should be included in/on the device, and then when the device is finally released, everyone makes a fuss about what it is/isn't and who was or wasn't right. This is pure silliness. Until the device is released, no one knows, and no one should really care. Because no one can control what Apple is going to do. So it might be nice if sites just... quit posting this garbage and then did a thorough test of the device AFTER it came out. But the odds of that are what, nil?
    1. soidroidios's Avatar
      soidroidios -
      Well, when something breaks, someone has to report it somehow. It is how news is known, and disproven. If it were not for this viral news marketing, Apple would not be as famous as they are now.