More evidence Apple culture is changing: It ‘Rickrolls’ developers

Along with the news that there would not be a native YouTube app on iOS 6, Apple injected some humor -- a very unusual move for the Cupertino, Calif., company -- and “Rickrolled” its developers in a recent change log for its next mobile operating system.

As you might know, Rickrolling is emailing someone a link that claims to go to a particular website but actually sends them to a YouTube video of Rick Astley’s 1987 song “Never Gonna Give You Up.”

In this instance, Apple was explaining the proper way to embed videos in iOS 6 and used the Rickroll as its example.

That’s a pretty funny move for Apple, which for a long time been run like a fort, always keeping a serious tone and never letting any secrets out.

Indeed, it seems the culture of the company has begun to change ever so slightly since the passing of its cofounder Steve Jobs nearly a year ago.


Apple never did anything like this when Jobs was in charge, but under his successor as CEO, Tim Cook, secrets are coming out left and right -- especially during the company’s ongoing patent infringement battle with Samsung. And rumors about upcoming products are now leaking long before Apple even sends out invitations to the events where it reveals those new products.

Regardless, it’s cool to see Apple lighten up.


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