I’ll start off by saying that I’m not writing this article to make any excuses for Apple. By being far less than transparent in how they handled the iPhone 6 Plus “bendgate” when it occurred in 2014, they set themselves up for PR problems now that details of what they knew in advance have been made public. They made their bed, and now they will take a few deserved lumps for it. I just don’t understand why people are surprised by what they did and why.
I guess I just don’t buy into the notion that Silicon Valley companies all work off of exceptions to the rules that govern the actions of publicly-traded companies in other industries. While Apple, Google, Facebook, Samsung, Amazon and the like may look and often act differently than their non-tech contemporaries in many ways, at their cores, they still play by most of the same rules. When it comes to the business side, they really aren’t that different from other Fortune 500s. Risk management is one such area, and we have plenty of examples of how Apple handles such issues on a very public stage before.