"Apple's image has always been something of a fiction. Thanks to the legal concept of fiduciary duty to shareholders, public companies have to spend most of their energy on 'think profit.' Marketing ideally both reflects and informs corporate aspiration and culture."
"The control Apple demanded has forced the company to embrace hypocrisy - crowing about how privacy is a human right while cooperating with governments that violate human rights and denying privacy to employees."
"Apple's gatekeeping has made it the focus of antitrust litigation around the globe. The company's platform monopoly has been great for profit, but it harms the rest of the world by hindering competition."
"Now, as Cook prepares to step aside, Apple is embracing advertising, which has never been compatible with privacy, by putting ads on Maps. Did Apple customers ask for that?"
Apple's upcoming leadership change offers a unique opportunity to realign with its foundational values and enhance its reputation. Under CEO Tim Cook, the company prioritized shareholder profits, compromising its image. The shift towards a gatekeeping model has led to hypocrisy regarding privacy and has drawn antitrust scrutiny. As Apple embraces advertising, concerns arise about customer satisfaction and the compatibility of ads with privacy. A return to its roots could inspire innovation and restore trust.
Read at Theregister
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