Putting your brand out there on Facebook out there is probably a very good idea considering the massive population of the social community surrounding it. Well, one of the biggest technology companies, Apple, has decided that perhaps not having a centralized Facebook is a good strategy for them.
Instead, Apple has taken a more focused approach in offering an iTunes page with over 3 million fans currently and an App Store page built in the same fashion. Both of these pages serve as destinations and promotional tools designed to drive content on the iTunes store.
Perhaps if Apple had one giant Facebook page it would be too broad to send a message to a large group of fans. On the other hand, Apple’s current strategy is fragmenting the community which would not be an issue with a centralized page. As of now it appears that Apple has no plans to ditch their current strategy.