Apple rarely, if ever, likes to sponsor events, but that could be changing. The Daily Telegraph reports that it is in advanced discussions about replacing Orange to sponsor the Prize for Fiction book award after the telecoms company ended its deal in May.
A number of companies are reportedly interested, but Apple is apparently the most likely option to continue what would be a fruity sponsorship. The Prize for Fiction is a women-only literary competition, and perhaps it has been Apple’s involvement with publishers and ebooks that has got them interested in sponsoring the award.
Other Apple sponsorships in the past are few and far between. It sponsored the Porsche of Bob Garretson in 1980, which was a decision taken purely by Steve Jobs, and it has also ran an iTunes Festival, which UK channel ITV2 will stop broadcasting after poor ratings. It will be interesting to see how this goes – and how long it goes on for.
