I recently read a book – a really great book – titled “The Presentation Secrets of Steve Jobs”. Within the book, Carmine Gallo, the author, kept saying things like (and I’m paraphrasing) “unless you’re Jobs and cofounded Apple, you can’t get away with xyz”. These comments are what filled my mind as I updated my Macbook Air to fix the security breach that we were all made susceptible to, and I read the following:
Nowhere within this update information does Apple address the major security breach, and yet, this is the update that we’re all supposed to make in order to safeguard our Macs. I found this interesting. Like we saw in the original post about this situation, and as Gallo wrote in his book, and as we’re seeing now, Apple seems to be able to get away with a lot. But again, as trust is diminished one by one – and rest assured that it is being diminished – and as their competitors grow stronger, Apple may find that taking this “lack of crisis communications” route may prove to present some unwanted repercussions for the brand down the road.
If you’d like more information about how to update your Mac’s OS X, click here.
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.