Apple v.s.

FBI
Presented by: Ali Short, Paige Collins,
Nicole Pomerleau and Dominick Diedrick
Case Study Overview
● In 2016 the FBI wanted to gain access to a locked
iPhone that belonged to a California mass shooter who
killed 14 people at a company Christmas party
● FBI requested help from Apple to do so
● Apple declined with concern that creating a master
key software to perform this request may become a
security threat to millions of other Apple users
● Apple called for this to be made a public conversation
as to why they were opposing the demand and how
the FBI’s request could potentially affect the public
● Apple also stated that the government was forcing the
company to break its own security which could
become unethical and pose a threat to customer
privacy
Situation Analysis

● The government had previously came to Apple multiple times for informational
data from phones but this time they wanted full access to everything on the
phone including anyone else’s information that could be in there..
● Apple would usually help in the past because after 10 failed attempts all the data
on the device would be removed but the request was too much.
● The Obama administration later approached Apple for assistance with unlocking
the device, but negotiations soon broke down due to Apple’s reluctance to go
against their code of conduct and consumer rights.
● Apple and many other major communication companies and apps came together
agree that it was wrong to do so while the FBI moved on but still found a way to
find the information they needed.
Ethical Issue
● Apple was asked to provide “reasonable technical assistance” to the FBI
○ Apple provided data they had in their possession, but refused to comply with the
court order to bypass the phone’s security measure
○ The FBI argued that this bypass could only be used for this phone this one time
○ The FBI cited national security concerns since the phone may lead to a better
understanding the attack and even preventing further incidents
● CEO Tim Cook saw this as an order to create a backdoor into millions of phones
○ Cook believed that the FBI was overstepping its bounds by trying to use the court
system to gain authority
○ “The implications of the governments are
chilling”
○ “We fear that this demand would
undermine the very liberties our
government is meant to protect”
Ethical Issue (cont.)
● Key Stakeholders
○ Apple users, employees,
○ Families of the victims
○ FBI employees
● Implications
○ People turned to social media and began
taking sides
○ Public was torn between protecting their data
or possibly preventing future terrorist attacks
Ethics in Action

● Digital ethics guidelines

○ Avoid deception

■ deception can come from not disclosing details

○ Maintain dignity and respect

■ “ensure that employees demonstrate respect for their public and users”

○ Encourage the good

■ “build ‘connectedness, engagement and community’”

○ Consistency builds trust

■ “being consistent in the ethical nature of each message helps build trust
and a positive public opinion”
 What were the Key lessons learned
objectives/strategies used
Objectives:
● Apple
● Apple has a high level of respect for its
user confidentiality
○ Educate people on the significance of
what the FBI is asking them to do ● When Apple was noncompliant the FBI
● FBI turned to another company willing to do
○ Inform the public how beneficial this the work
information is and how helpful it may be ○ Proved Apple’s conspiracy about
in the future
causing more harm than good
Strategies used:
wrong
● External memos
● Apple wrote an internal memo to all workers ○ Communicated in privacy- nobody
● FBI tried to get court ordered access to the knew who they got the information
Iphone in question from
● Apple refused, in court and through the ○ Apple was not able to retaliate
memos
● No need for Apple
 Ethics in
Target Audiences
Communication
Consumers & Current Apple Users
Internal vs external communication: ● Showing the public that they
● External were doing their best to protect
○ Apple’s letter from CEO to them
the public Stockholders
○ FBI director produced a ● Keeping a good relationship
blog post
● Internal
● Proving they are a worthy
investment after such a big
○ Memo sent out to all Apple
decision
employees discussing
their actions Court officials/Government Relations
● Trying to prove that they were
non compliant for the right
reasons
 Apple's letter to
customers
● Apple’s CEO Tim Cook released this
letter soon after Apple stated they
would not be unlocking the iphone
or creating the software to do it
● The letter includes:
○ Key concepts of the case
○ What data security and
encryption are
○ Why they are important
○ The fact that they are being
asked something that no other
company has been before
 What could’ve What we would do
been done better differently
● Better media coverage ● Televised interview with CEO Tim
○ Was left up to reporters to cover in Cook
their own views
○ Different programs may spin the
● Possibly televised interview with
information FBI director
○ Could have used their own ● Create electronic ads or campaigns
programs- Apple news
○ Apple has a huge online
● Updated responses from Apple as the
presence
case progressed
○ Only one letter was sent out to the ○ Paid campaign- a safari search
public would result in a campaign for
○ Detailed at the time, not as things Apple
progressed ○ Earned campaign- news story
● Both could have appointed a specific
spokesperson
References
● Kharpal, A. (2016b, March 29). Apple vs FBI: All you need to know. CNBC.
https://www.cnbc.com/2016/03/29/apple-vs-fbi-all-you-need-to-know.html
● Nakashima, E., & Albergotti, R. (2021, April 14). The FBI wanted to unlock the San Bernardino shooter’s
iPhone. It turned to a little-known Australian firm. Washington Post. Retrieved November 2, 2022, from
https://www.washingtonpost.com/technology/2021/04/14/azimuth-san-bernardino-apple-iphone-fbi/
● Apple. (n.d.). Customer Letter. Retrieved November 2, 2022, from https://www.apple.com/customer-letter/

● The Arthur W. Page Center. (n.d.) Module 5: Digital Ethics. Arthur Page Center training Modules.
https://www.pagecentertraining.psu.edu/public-relations-ethics/digital-ethics/introduction-digital-ethics
● Cook, T. (2016, February 16). Customer letter. Apple Inc. Retrieved November 7, 2022, from
https://www.apple.com/customer-letter/
● PRSA code of Ethics. PRSA. (n.d.). Retrieved November 9, 2022, from
https://www.prsa.org/about/ethics/prsa-code-of-ethics
● FBI. (2016, February 21). FBI director comments on San Bernardino matter. FBI. Retrieved November 9,
2022, from
https://www.fbi.gov/news/press-releases/press-releases/fbi-director-comments-on-san-bernardino-matter
QUESTIONS?