Apple’s become very arrogant, says Sony

Wednesday, 19th May 2010 14:39 GMT By Johnny Cullen


Sony Australia boss Michael Ephraim has revealed that Apple has now become a lot more “arrogant”.

While Ephraim didn’t mention the firm by name, the clues he was giving to the firm he was referring to was all but obvious.

Asked on its ad campaign in the country, Ephraim said: “Our campaign in Australia is in line with Europe, and we really love it, it’s called ‘the game is just the start’. It really is saying that the games are just the start, look at all these other things.”

He then goes on to say in the interview with Digital Life: “But I don’t think we are arrogant anymore. I think we can name a company that is a fruit that is in the news a lot about their arrogance, I think they have taken the mantle from us, if we were ever arrogant! I don’t think we were arrogant.”

Thanks, Kotaku.



  1. Blerk

    It’s funny how success leads to arrogance and failure leads away from it, isn’t it?

    #1 5 years ago
  2. OlderGamer

    I am reminded of a pot and a kettle.

    #2 5 years ago
  3. Blerk

    He could’ve been talking about Orange, of course.

    #3 5 years ago
  4. Erthazus

    It’s always like that.

    Company is successfull then it is arrogant and fails then starting make good decisions again and e.t.c.

    #4 5 years ago
  5. JPickford


    #5 5 years ago
  6. SunKing

    More arrogant? Is that even possible?

    But yes, obligatory pot-calling-kettle-black comment.

    #6 5 years ago
  7. Goliath

    Seems disingenuous when the same could once be said of Sony.

    #7 5 years ago
  8. The Hindle

    Id say Nintendo are more arrogant at the moment, to compleately write off the competition like they recently said is up there with the funniest Sony comments. But there is one thing that Sony or Apple never did and thats sell out Nintendo cant say the same Wii Fit proves it.

    #8 5 years ago
  9. OlderGamer


    You don’t like Wii Fit?


    #9 5 years ago
  10. polygem

    apple will be on top for another 5 years then they will kill themselves. not totally but they won´t be the untouchable numero uno player anymore. you can already see that. there aren´t many new things coming from them. some decissions – like no hdmi on the imac and stuff like that are tolerated by their enourmous brainwashed fanbase and the not so tech affine followers. but this will fade by time. i expect another shining star hitting the sky in the next years but i doubt that it will be one of the big guys we have right now. if sony plays their cards right with the new psp2 (i´m sceptical about it but would be happy if they prove me wrong or even ms brings on something cool) and make some practical, stylish and slick design decissions in a cool package with a great phone and the promised gaming power – i will be glad to kiss my old iphone goodbye. i got some apple products but i am definitely not a fan. i use a microsoft mouse on my macmini.

    #10 5 years ago

    …I think they have taken the mantle from us, if we were ever arrogant! I don’t think we were arrogant.

    I don’t ever remember reading any quotes from Mr Jobs, et al, mentioning how the price of one of their products will help you learn discipline because of all of the overtime you’ll have to do just to be able to afford it.

    #11 5 years ago
  12. The Hindle

    @Giga :D legendary Sonys stupidty. Funny days back then

    #12 5 years ago

    some decissions – like no hdmi on the imac and stuff like that are tolerated by their enourmous brainwashed fanbase

    You can simply get a Mini displayport to HDMI adapter.

    #13 5 years ago
  14. DaMan

    “We sent a message, and the message was clear.
    It requires huge financial investments.

    #14 5 years ago

    @ Hindle:

    Yep. I use to despise them back them for coming out with stuff like this and not even bothering to back it up with a few AAA games…

    In all fairness, they’re nowhere near that level any more, but a few $billion in losses probably helped influence that change.

    #15 5 years ago
  16. theevilaires

    This is just Sony’s warning to Apple. Back the fuck off Apple if you think you’re gonna topple Sony. That crap goes well with you and your fight with M$, but Sony is getting ready to drop a nuke on your ass soon.

    #16 5 years ago
  17. polygem

    @13. yes but they don´t support audio. so you cannot really play the 360 on your imac…and that´s exactly what i always wanted to do – if i had an imac – and i would if it would have hdmi. there is some 3rd party hardware coming out now…but 150 dollars just to be able to connect your console of choice to your imac screen is just stupid.

    #17 5 years ago
  18. Gadzooks!

    Funny how losing a fortune and being kicked to the bottom of the league can humble a posturing tosser of a company isnt it?

    The problem is that although Sony have been more sensible about their rediculous claims in the last few years, every now and then a bit of PR slips out that lets you know that all that arrogance is still there, bubbling under the surface just waiting for a window of success to let it all burst forth again.

    #18 5 years ago
  19. Howie Feltersnatch

    Competition breeds better products for lower prices! BRING IT APPLE!

    #19 5 years ago
  20. polygem

    hey i could use the displayport to hdmi adapter and the astro mixamp right? so i can see the game on the screen and have the audio via the mixamp and headphones through my 360? i already got all that astro stuff ( i can really recommend it by the way). should be working. not the perfect solution but will check the www to find out if it works…i need a new computer.

    #20 5 years ago
  21. Phoenixblight


    Its Apple there is no such thing as lower prices from them unless its outdated version, in 3 months time they will come out with an updated version of the IPad. Hell they sell their headphones for 40$. Fourty fucking dollars?! when I can get the same quality of sound headphones for a 20$ bill.

    #21 5 years ago
  22. Gheritt White

    One thing’s for certain – if Apple did enter the market they’d take no prisoners. That would mean a digital-download only box and deals made directly with publishers.

    I expect they’d cut out bricks-and-mortar retail altogether, as they wouldn’t need to rely on them to stock their hardware thanks to all the Apple stores.

    This would no doubt make them very popular with the third-parties and probably lead to several exclusive license arrangements, which would be the only way Apple could compete given they’ve displayed no desire to develop a first-party killer app game.

    #22 5 years ago


    Oh, I thought you were talking about outputting HDMI… Yeah, Apple have been about promoting incompatibility for about as long as I’ve known about them, though.

    Actually, I can sympathise with you on that point, because I really wanted to get one of those 24″ Cinema Displays, but the mini displayport only connection was a deal breaker for me.

    #23 5 years ago
  24. Erthazus

    @22 Except that they already had a console and after that reputation i don’t think so that they are going to return in to the console market.

    #24 5 years ago
  25. Gheritt White

    @ 24: That was under a different regime – under Steve Jobs things would be much more aggressive. Also, the Pippin was as much Bandai’s product as Apple’s. It was a hellishly expensive schizophrenic machine – it didn’t know if it wanted to be a network PC, a cheap multimedia computer or a console. I don’t think Jobs would personally allow such unfocused product design… if he were interested in entering the console market at all.

    Which, let’s face it, he probably isn’t. So I agree with you – all this is moot anyway!

    #25 5 years ago
  26. Happy Hardon Harry

    Sony, Microsoft, Nintendo, Apple…they’re all arrogant arseholes.

    #26 5 years ago
  27. Mauller

    Apple has always been an arrogant cult of a company. Their creepy followers too. There’s a reason I sold my Mac and stopped selling Apple products. Bring back the Woz.

    #27 5 years ago
  28. MushroomStamp

    WoW! Talk about the pot calling the kettle black.

    #28 5 years ago

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