Dancing with the Stars dumps Wozniak
Co-founder helped Apple by distracting people from Steve Jobs' absence, says marketing expert (see video below)
Computerworld - After four weeks on Dancing with the Stars, Apple Inc. co-founder Steve Wozniak was booted from the show last night, one of two celebrities to get the hook.
His departure will be a blow to Apple Inc., which has reaped benefits from Wozniak's prime-time turn on television, a New York marketing executive warned.
Wozniak and his professional partner, Karina Smirnoff, were two of the three couples with the lowest combined scores from Monday's program, and were therefore slated for possible elimination on Tuesday's episode. Former Playboy cover model Holly Madison was the other celebrity contestant dropped, while Jackass star Steve-O survived for at least one more week.
The decision didn't seem to take Wozniak by surprise. "This is a great show, a great voting system even, and the right thing happens," said Wozniak after being told he was done with the program.
Ironically, Wozniak has been very vocal about how the Dancing with the Stars judges score routines and about the fan voting system; at one point, he had said the judges were out of sync with the public taste and that the voting was rigged.
Before the elimination show aired Tuesday, Wozniak took another shot at the judges' scores from the night before, when he and Smirnoff were given a total of 12 out of a possible 30 points. "I think after watching our dance that we deserved a score around 20," Wozniak said in a message posted to Facebook. "I feel that the judges have turned up the contrast and award either 9's or 4's and there's not much middle ground."
Wozniak praised his partner Tuesday. "Karina ... forever, man. I want to dance more with you!" he said.
His elimination will put an end not just to his dancing career, but also to the goodwill that Apple was getting from his time on TV, said the head of a digital marketing firm. "He's been a distraction from [CEO] Steve Jobs' health issues," said Kathy Sharpe, the chief executive of Manhattan-based Sharpe Partners. "Woz is kind of a clown and good counterpoint to Jobs' condition. You don't take him seriously."
Apple's chief executive has been on medical leave since January, when he announced that his health issues, which he had dismissed just a week before as simply a hormonal imbalance, were "more complex" than originally thought. Jobs will remain on leave until the end of June.
Jobs' health has been of concern to investors since June 2008, when he appeared gaunt at the company's Worldwide Developers Conference. In 2004, Jobs announced that he had had surgery to remove a cancerous tumor in his pancreas, and the fear by some was that the cancer had returned.
"I don't think that Woz's appearance [on Dancing with the Stars] was happenstance," Sharpe said. "I think there are challenges when such a strong visionary leaves a company that's tied as tightly to his vision as is Apple." This was one way to counteract Jobs' absence, she said.
Apple also benefited another way from Wozniak's dancing. "Apple takes itself too seriously at times," she said, and Wozniak's repeated message that he was enjoying himself worked to the company's advantage. "The Mac aficionados are much deeper in the brand, and they know who Woz is and the part he played in the first years of Apple.
"Any geek had to look at him, and say, 'There but for the grace of God go I,'" Sharpe said. "They were just happy that he didn't fall down."
Dancing with the Stars resumes sans Wozniak next Monday at 8 p.m. Eastern time, 7 p.m. Central, on ABC.
Read more about Macintosh in Computerworld's Macintosh Topic Center.
- Best iPhone, iPad Business Apps for 2014
- 14 Tech Conventions You Should Attend in 2014
- 10 Desktop Apps to Power Your Windows PC
- How to Add New Job Skills Without Going Back to School
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
- Accelerating Network Convergence in Virtualized and Cloud Data Centers Adopting a converged networking strategy enables organizations to traffic server and storage I/O workloads on consolidated data throughput channels. Intelligent software helps optimize...
- Omnichannel: From Buzzword to Strategy Customers demand a seamless experience across channels, especially mobile. Read this whitepaper for a research-based framework for using omnichannel for higher customer engagement.
- How 10GbE Network is the Backbone of the Virtual Data Center The shift to a virtual data center has put tremendous strain on legacy networks; driving the need for more speed, lower latency, more...
- 10GbE in the Data Center Improvements in 10GbE technology, lower pricing, and improved performance make 10GbE for the mid-market a viable and cost-effective strategy. This white paper discusses...
- Webinar: Building a Big Data solution that's production-ready Big data solutions are no longer just a nice-to-have.
- Meg Whitman presents Unlocking IT with Big Data During this Web Event you will hear Meg Whitman, President and CEO, HP discuss HAVEn - the #1 Big Data platform, as well... All Macintosh White Papers | Webcasts