Steve Dowling officially took over the top PR post at Apple from long-time chief Katie Cotton, who orchestrated the media game plan of the legendary Steve Jobs.

The well-respected Dowling though is either feeling a little heat or exhibiting a tad of professional jealousy of the masterful PR work for Apple conducted by singer Taylor Swift.

The 25-year-old singer did more to promote Apple's new but late-to-the-party streaming music service than the combined efforts of Dowling and his team.

Swift wrote a Sunday morning Tumblr post that criticized Apple for his bone-headed decision not to pay royalties on tests of the streaming service set to launch June 30.

She posted, "We don't ask for free iPhones, Please don't ask us to provide you your our music for no compensation." Swift threatened to hold back her 1989 album from Apple's new service.

All hell broke loss at Apple's Cupertino headquarters.

To its infinite wisdom, Apple did not kick the proverbial gift horse in the mouth.

Eddy Cue, Apple's senior VP-internet services and software, shrewdly caved to Swift who has an army of 59.4M followers on Twitter, and agreed to cough up royalties.

Genius Cue personally called the pop queen to personally give her the news.

Apple, Silicon Valley's most powerful company, could have stubbornly stood its ground. It probably would have if Jobs was still around.

But what would be the point? Swift's rant gave Apple enough of a boost to gain some traction on Spotify. The New York Times covered the Swift/Apple blow-up on its front page yesterday. Priceless PR.

Swift's attack combined with Apple's response is an example of the give and take of PR at its best.

PR pro Dowling must appreciate the beauty of it all.