Every major company has to deal with the difficulty of defending its name at some point. How can brands best handle crises, and why do some fall victim to negative publicity while others recover?
Apple’s year didn’t get off to a good start when, at the beginning of January, a story titled “Apple’s biggest scandal of 2022 is already happening” was published by TechCrunch, one of the most popular digital media outlets. AirTag, a sensor that can locate misplaced items like keys, luggage, and more, was the inspiration for this piece. This story marked the beginning of Apple’s public image problem.