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.
- Silicon Valley's 19 Coolest Places to Work
- Is Windows 8 Development Worth the Trouble?
- 8 Books Every IT Leader Should Read This Year
- 10 Hot Hadoop Startups to Watch
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
- Infographic: Converged Infrastructure Benefits This Infographic quantifies the savings organizations are realizing from increased deployment speed, higher availability, and lower annual costs.
- CIOs Deliver Productivity Breakthroughs with Intelligent Digital Signage Retailers have long recognized the influence that digital signage provides over a shopper's point-of-purchase decision making process.
- Going Paperless? Here's What You Need to Think About As makers of some of the world's most popular PDF solutions, we often consult with businesses & governmental agencies that have the goal...
- The Big Data Opportunity for HR and Finance If CEOs, CFOs, CIOs, and CHROs want to drive their businesses forward, they will need to quickly recognize the enormous value of big...
- Building Tomorrow's Infrastructure Listen to this podcast to discover how Crider Foods worked with PC Connection to update their IT infrastructure, while maintaining compliance and control.
Enhance Your Virtualization Infrastructure With IBM and Vmware
Date: Wednesday, May 14, 2014, 1:00 PM EDT
Virtualization technology is now expanding beyond the server compute elements to encompass networking and storage...
All Macintosh White Papers |
Our new weekly Consumerization of IT newsletter covers a wide range of trends including BYOD, smartphones, tablets, MDM, cloud, social and what it all means for IT. Subscribe now and stay up to date!