Hit or Miss? Apple's apology following Samsung court case fails to satisfy

Apple has come under scrutiny after it was forced by the UK Court of Appeal to place an acknowledgement on its website that Samsung did not copy the iPad.

It also had to publish apologies in national newspapers. However, the Apple statement can be seen only by scrolling down its web page. The court also called for the acknowledgement to be made shorter. Apple asked for 14 days to change it, which was rejected.


Guy Corbet, Director, Brands2Life

Apple could have handled this more elegantly. Instead of taking the heat for one news cycle with a full and clear apology, the saga has dragged needlessly on.

I wouldn't be surprised if there was a frank discussion between Apple's lawyers, fearful of conceding too much, and its comms people, keen to put the sorry episode behind them.

Neither got their way.

Apple has given Samsung the credibility of sharing the same stage. It antagonised a particular group of Reddit users, a numerous, active and influential audience.

Apple is one of the world's most loved and valuable brands. Pettiness in the words, or page position, of an apology should be beneath it.

It won't have done much long-term reputational harm, but in the wake of other slip-ups, people will start to wonder.


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