View this article at: http://www.macnn.com/articles/05/03/21/lawsuits.no.surprise/ Monday, Mar 21, 2005 10:10am Apple lawsuits surprise few who know Jobs A New York Times article looks at Apple's lawsuits against several Mac rumor sites. Apple CEO Steve Jobs is "increasingly concerned about losing control of his product story in the face of the Internet's echo chamber." "Mr. Jobs's decision to go after the operators of the small Internet fan sites is not surprising ... He has always had a reputation for being iconoclastic and confrontational" and "has long turned conventional product announcements into part of the Apple mystique." Jobs is "a master at creating the mystique," said Regis McKenna, a Silicon Valley marketing executive, "His problem is how to continue to innovate out of the limelight." Former Apple executive Randy Komisar says "He's in the fashion business ... He has to have a new hit every quarter or he goes out of business. The speculation is worth tens of millions of dollars of public relations."