Gizmodo (and Kotaku) really likes to take a negative spin on all things Apple. These are some of their recent headlines, coming off tonight’s/this morning’s Apple event: Apple’s New Smart Keyboard Turns the iPad Pro Into a Surface Clone, Apple Pencil: The Stylus Steve Jobs Warned Us About, Apple’s So-Called Gaming Console Is A Major Bust. These posts, aside from the last one which is whiny and ridiculous, aren’t even that negative. They’re reports, they’re noise to drive in the links (sorry about that) and the pageviews. It’s soulless reporting, rehashing what anyone could find out from Apple’s site. The soul purpose of these headlines is to drive more eyeballs, nevermind the fact that they fit poorly with the content.

This is the thing I don’t get with Gizmodo. They sometimes produce great content, break stories and run with them in true new journalistic fashion, but then you get this crap. It’s not just Apple either, although that’s clearly a favorite topic of writers and readers alike, it’s all over the place. The strategy probably works, pissing some people off, and give others what they like. It’s just weak and, frankly, boring. For some reason it continues to amaze me, these things, when they come from outlets that can produce great content. Luckily I don’t have to read it, and neither do you. In the end, quality and analysis will prevail.