News and Updates from 5WPR CEO Ronn Torossian

Maricopa County says no more iPhones

Maricopa County iphone

If you were wondering how much of a political PR football this fight between Apple and the FBI is becoming, now you know. Maricopa County, Arizona, you know the place that always seems to find a way into the news when there’s a far right political issue in the press, has taken a hard line stand against Apple CEO Tim Cook’s refusal to create a backdoor into its iPhone.

According to a statement released to the media last week, Maricopa County officials declared they will no longer give Apple devices to employees. The message came directly from county attorney Bill Montgomery:

“I don’t expect my action to affect Apple’s stock price,” Montgomery said in a statement. “But I cannot in good conscience support doing business with an organization that chooses to thwart an active investigation into a terrorist attack that claimed the lives of fourteen fellow citizens. If Apple wants to be the official smartphone of terrorists and criminals, there will be a consequence.”

The county currently uses fewer than 400 iPhones, so the loss of this customer won’t even cause the company to blink. But the language could quickly be adopted by competitors looking for an edge in certain markets.

Think about what was said. An elected county official just accused an American company of actively supporting terrorists and criminals. Sure, he couched it in enough modifiers to be free from any legal action, but the intent bled through the thinly veiled accusations.

While some might dismiss this guy and his loudmouth, media-hungry county as just a bunch of no-count rabble rousers, many are not taking it that way. The language and the action used by the county attorney are sure to find their way onto talk radio and political websites, and may even end up in TV and print headlines.

Suddenly the accusations are playing out on a much bigger stage. While it’s likely that most people’s minds will not change on this issue, based on these comments, when they reach a certain point of saturation, Apple will be forced to respond. And that’s a tried and true tactic. It doesn’t matter what you say, get your opponent answering your accusations and suddenly everything you say appears to have more merit.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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