Who Needs A Press Release? Apple’s Open Letter To…


We’ve been published in AdWeek before on our thoughts that too many brands put out press releases when the news just isn’t there to promote. It’s all about the channel and audience. Sometimes you can say 1,000 words with an Instagram photo and sometimes, you can have your CEO issue an open letter that clearly states your position and forgo any follow-up interviews, calls, etc.

That’s exactly what Apple did with their most recent customer letter involving the FBI and cyber security. Although it’s billed as a an ‘open letter to its customers’, in reality, it’s a press release for a global audience of journalists, fans and anyone else who happens to be checking Facebook on February 17, 2016.

Here are the highlights from a PR/marketing perspective:

We added the red... this is a message to everyone, not just Apple's customers. BUT, it was smart of Apple to position it otherwise.

We added the red… this is a message to everyone, not just Apple’s customers. BUT, it was smart of Apple to position it otherwise.



This is what Apple says the issue is.

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Essentially, the FBI may be saying this is easy to do and fix, but according to Apple, it’s far from the case. 

From a public relations / media relations standpoint, this was very well done. Now it’s the government’s turn to respond.

You can read the full letter here: www.apple.com/customer-letter/

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