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Apple Inc.
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Apple Inc.
Company Overview
“Apple Inc. is a leading American multinational technology company with its
headquarters in Cupertino, California. The company designs, manufactures, and markets a wide
variety of consumer electronics and software products, including the iPhone, iPad, Mac
computers, Apple Watch, and Apple TV. Apple provides digital services including Apple Music,
Apple Pay, Apple TV+, and iCloud services. Apple is known for its innovation and premium
branding, operating a vertically integrated ecosystem which improves the user experience
throughout its products and services (Budiono and Ellitan, 2024). The reason Apple was chosen
for this PR case study is that it is one of the most visible global brands and has had its hand in its
fair share of high-profile public relations events. Because of its strong media presence, its
strategic communication style, as well as its ability to respond to both praise and criticism, it is
an ideal subject through which to examine real-world PR practices.”
Media Coverage and News Releases
Apple is a very well-known brand globally, largely driven by the media attention, often in
the form of Apple’s tightly controlled press releases and product launch events. It is also known
for hosting its annual showcases of new operating systems and innovations at the Worldwide
Developers Conference (WWDC). Their focus on these media events gives them wide coverage
across technology, business, and mainstream outlets. For example, Apple’s 2024 “Glowtime”
launch event, which launched the iPhone 16 series and was widely reported for highlighting AI
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features (Business Insider, 2024). Apple’s official newsroom is the central platform used to
disseminate press releases and statements that frame public perception.
Handling Negative Media Coverage
While Apple is often praised for product quality and marketing, it has also faced
significant media backlash. A recent example is the May 2024 “Crush!” iPad Pro ad, which
depicted a hydraulic press destroying artistic tools. This symbolism was interpreted as devaluing
creativity, sparking criticism from Apple’s core users—creatives and designers. In response,
Apple swiftly pulled the ad and issued a public apology, stating, “We missed the mark... and
we’re sorry” (Carter, 2024). This rare but prompt acknowledgment showed Apple’s willingness
to course-correct based on public feedback.
In other instances, Apple has stood firm in the face of controversy. In the case of Apple–
FBI encryption dispute, the company stood firm against the government's demand to create a
backdoor through which they could access a terrorist’s iPhone, and it did so in the name of users’
privacy. CEO Tim Cook argued, compromising security would set a dangerous precedent (Ruth,
2023). The way Apple chose to communicate the issue, while garnering support from and
attracting criticism from different stakeholders, was presented as a broader fight for digital
rights.
Apple has also faced criticism over labor rights in its vast supply chain, including its
main manufacturing partner in China, Foxconn. Foxconn’s Chengdu factory, investigated in
2023 by China Labor Watch, disclosed continuing labor abuses such as forced overtime, illegal
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student labor, and discrimination. Although Apple stated that it had corporate social
responsibility policies, such issues received negative media coverage and stirred calls for
increased transparency and accountability (China Labor Watch, 2023). Apple responded by
extending its auditing via its Supplier Responsibility program and mandated that Foxconn and
other suppliers comply with more stringent labor standards. The company also reports tracking
its supplier performance and has trained millions of workers on labor rights. The actions aim to
rebuild trust and show Apple’s long-term commitment to ethical sourcing.
Examples of Media Coverage
1. Crush! Advertisement Backlash (2024): Widely criticized for suggesting technology
replaces creativity. Apple responded with a rare apology and removed the ad (Carter,
2024).
2. FBI Encryption Dispute (2016–ongoing coverage): Apple’s refusal to unlock an iPhone
during a terrorism investigation positioned the company as a defender of privacy (Ruth,
2023)
3. Foxconn Labor Conditions (2023): Investigative report exposed unethical labor
practices in Apple’s supply chain, calling into question the company’s oversight (China
Labor Watch, 2023).
These examples reflect the scope of Apple’s media exposure and illustrate how the company
actively manages its public image through both proactive and reactive public relations strategies.
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References
Budiono, K., & Ellitan, L. (2024). The Efficiency and Performance of Apple’s Supply Chain
Management. ULIL ALBAB Jurnal Ilmiah Multidisiplin, 2(5), 46–67.
https://www.researchgate.net/publication/379540501
Carter, A. (2024, May 10). The scoop: Apple makes rare apology. PR Daily.
https://www.prdaily.com/apple-makes-rare-apology/?
China Labor Watch. (2023, November 10). Investigation of an Apple supplier: Chengdu
Foxconn report in 2023. https://chinalaborwatch.org/investigation-of-an-apple-supplier-
chengdu-foxconn-report-in-2023/
Ruth, M. (2023). FBI–Apple encryption dispute. EBSCOhost. https://www.ebsco.com/research-
starters/law/fbi-apple-encryption-dispute
