How much do you value what your brand stands for?
Last week The United States Government asked Apple to unlock an iPhone used by one of the attackers who killed 14 people in San Bernardino, California. Apple subsequently challenged the order, leading to many reactions both in the company’s defense and in opposition of its stance. Whatever your position on the matter, there are a few things that you can be sure the Apple CEO, Tim Cook and Apple are keeping in mind as stewards of the world’s most valuable brand.
Apple hasn’t been ordered to create a decryption key that would enable it or the FBI to gain access to just one phone, the FBI order was to create a skeleton key that would bypass or disable the feature which automatically wipes an iPhone clean of all of its data after ten incorrect password attempts.
This currently non-existent ‘back door’ would allow the government to use computer software to try password combinations until the phone became unlocked. While this could provide key information for the FBI, if this skeleton key somehow made it’s way into the public domain, the worry is that it could spread among hacker communities and render any of the billion plus iPhone customers and their personal data vulnerable.
Apple knows if it creates a workaround for one customer’s phone, the mechanism could one day be used by people with harmful intentions. And as the brand prioritises the customer so highly in everything it does, it can’t take the chance of compromising customer security, ultimately losing the faith and trust of their billions of customers.