What Apple Can Learn from Old Spice

Old Spice is being praised far and wide for its new media campaign, in which the company responds to the public’s (admittedly stupid) questions posed via Facebook and Twitter with (admittedly stupid) YouTube videos.

Meanwhile, owners of the new iPhone have found that the reception is wonky because they’re not designed to be, um, handheld. Their response reminds me of an old joke:

Patient: Doctor, it hurts when I do this.
Doctor: Well, then, don’t do that.

What do we learn from this? Why are lots of people (not the fanboys, of course) mad at Apple? Why is everyone warm and fuzzy about Old Spice?

Hint – intentionally dumb as the latter’s videos are, they’re a product of Old Spice listening to customers.