Quentin Fottrell, “How Apple, Amazon, Facebook, Netflix Say Sorry” (MarketWatch, Sep. 29, 2012)
Cook’s more empathetic and direct apology has the edge over Jobs’s mea culpa, analysts say. “Cook’s statement was structured more effectively, with the apology front and center,” says Ben Zimmer, a language expert and executive producer of VisualThesaurus.com. Jobs, in contrast, framed his letter to customers noncommittally as “observations and conclusions,” Zimmer says. That said, the Maps debacle is a much bigger PR problem for Apple than the price-point issue was, he says, and the current situation demands a stronger apology. Jobs did show greater contrition in 2010, when the release of the iPhone 4 was dogged by complaints about its antenna.
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