“Maybe sometimes the best thing a company can do when it makes a mistake is to say nothing,” Brumley writes. “The letter came across a little smarmy.”
Brumley writes, “Frankly, the whole apology would have seemed a lot more sincere had Cook also not peppered the letter with reasons suggesting he doesn’t actually owe anyone an apology. It’s kind of like Steve Jobs telling iPhone 4 users ‘Don’t hold it that way’ when they figured out its antenna didn’t work very well in certain positions.”
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