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Still, experts are skeptical that Apple’s brand image will take a real hit in light of the news. Few can forget Dove’s tone-deaf 2017 ad for a product that likened cleanliness to whiteness – a stumble that undercut years of hard work the Unilever-owned brand had poured into its diversity and inclusivity-focused messaging. The market has seen similar PR crises in the past, of course.
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“If puts forth a strong pillar or issue they will want to be known for, this comes with both great opportunities – to themselves from other competing brands – and challenges, if they do not fulfill their promise,” says Dr Karen Freberg, a professor of strategic communications at the University of Louisville. Will this latest slip-up damage the tech behemoth’s brand perception – or threaten sales of its forthcoming iPhone?
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(The tech company has in recent years made a variety of changes to its technology and user controls to give users greater power over how their personal information is used – and underscored these efforts with multi-million-dollar ad campaigns and public endorsements of more stringent privacy regulation).Īnd it’s not the first time within the past year that the company has faced backlash over software security issues: in September of 2021, an Israeli surveillance firm exploited a vulnerability present in all versions of Apple’s iOS, OSX and watchOS.
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In admitting that its operating systems face security problems, Apple undermines the privacy-obsessed brand it has so meticulously curated in recent years. The news, which, predictably, has many users concerned, comes ahead of the release of iPhone 14, expected to be made available within the coming month.īut it’s not just the timing that’s bad for Apple. The security vulnerabilities leave the door open – via the operating system itself or via WebKit, which powers Safari and Apple device applications such as Mail and App Store – for bad actors to run code without permission.
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On Wednesday the tech giant rolled out three new system updates designed to patch security bugs that it said in a blog post “may have been actively exploited.” The new updates include iPad and iOS 15.6.1, and macOS 12.5.1.ĭevices that are not updated, said Apple, are at risk of being hacked.