Tim, We Have an iProblem

In 2012 the New York Times published a headlining article exposing the horrifying condition of Apple’s factories. Some of the problems included worker exposed to poisonous chemicals, multiple explosions within the factories, high stress levels among workers that resulted in suicide, and unlivable wages. This came as a shock to many, including Apple employees who had know idea about the horrendous conditions of the factories because of the company’s dedication to company privacy.

The CEO of Apple, Tim Cook, took a very reactive and aggressive response to this article. He claimed that some of the accusations were false and that having a discard for the health and safety of their employees contradicts the company’s values. Following the initial response, Cook ordered actions to improve workers conditions which included Fair Labor Association inspection of their factories. Apple and since continued to make strides to improve workers conditions and have continued to audit the factories to prevent further speculation of worker mistreatment.

I think that Apple’s response to this fell short for me. The company has blood on its hands and failed to fully take ownership. Instead they just started doing the responsible and safe things that they should’ve been doing from the beginning. However, Apple is so deeply ingrained in our daily lives that they didn’t necessarily have to have a big apology. Consumers would not throw out their phones. Apple is such a strong company that it doesn’t have to handle crisis management well because they are already so successfully a part of the consumer’s everyday life.