Apple faces the most important PR battle in its history with the FBI
February 26, 2016 - Uncategorized
The CEO of the world’s most valuable company sat on a stool in a sparsely decorated room with his hands clasped and one knee shaking up and down ever so slightly.
“I’m not sure I’ve ever done an interview in the office,” Tim Cook, Apple’s CEO, admitted at the very beginning of an interview that aired Wednesday night with ABC’s David Muir about the tech company’s high-stakes legal dispute against the FBI. “Well,” Muir replied, “I know this is an important issue.”
The decision to give millions of Americans an unprecedented glimpse into Cook’s personal office, followed by the CEO’s forceful responses to one polarizing interview question after another, caps off what has been an unusual and extraordinary weeklong public relations push. Read more…