Customer Letter - FAQ - Apple (2024)

Why is Apple objecting to the government’sorder?

The government asked a court to order Apple to create a unique version of iOS that would bypass security protections on the iPhone Lock screen. It would also add a completely new capability so that passcode tries could be enteredelectronically.

This has two important and dangerousimplications:

First, the government would have us write an entirely new operating system for their use. They are asking Apple to remove security features and add a new ability to the operating system to attack iPhone encryption, allowing a passcode to be input electronically. This would make it easier to unlock an iPhone by “brute force,” trying thousands or millions of combinations with the speed of a moderncomputer.

We built strong security into the iPhone because people carry so much personal information on our phones today, and there are new data breaches every week affecting individuals, companies and governments. The passcode lock and requirement for manual entry of the passcode are at the heart of the safeguards we have built in to iOS. It would be wrong to intentionally weaken our products with a government-ordered backdoor. If we lose control of our data, we put both our privacy and our safety atrisk.

Second, the order would set a legal precedent that would expand the powers of the government and we simply don’t know where that would lead us. Should the government be allowed to order us to create other capabilities for surveillance purposes, such as recording conversations or location tracking? This would set a very dangerousprecedent.

Is it technically possible to do what the government hasordered?

Yes, it is certainly possible to create an entirely new operating system to undermine our security features as the government wants. But it’s something we believe is too dangerous to do. The only way to guarantee that such a powerful tool isn’t abused and doesn’t fall into the wrong hands is to never createit.

Could Apple build this operating system just once, for this iPhone, and never use itagain?

The digital world is very different from the physical world. In the physical world you can destroy something and it’s gone. But in the digital world, the technique, once created, could be used over and over again, on any number ofdevices.

Law enforcement agents around the country have already said they have hundreds of iPhones they want Apple to unlock if the FBI wins this case. In the physical world, it would be the equivalent of a master key, capable of opening hundreds of millions of locks. Of course, Apple would do our best to protect that key, but in a world where all of our data is under constant threat, it would be relentlessly attacked by hackers and cybercriminals. As recent attacks on the IRS systems and countless other data breaches have shown, no one is immune tocyberattacks.

Again, we strongly believe the only way to guarantee that such a powerful tool isn’t abused and doesn’t fall into the wrong hands is to never createit.

Has Apple unlocked iPhones for law enforcement in thepast?

No.

We regularly receive law enforcement requests for information about our customers and their Apple devices. In fact, we have a dedicated team that responds to these requests 24/7. We also provide guidelines on our website for law enforcement agencies so they know exactly what we are able to access and what legal authority we need to see before we can helpthem.

For devices running the iPhone operating systems prior to iOS 8 and under a lawful court order, we have extracted data from aniPhone.

We’ve built progressively stronger protections into our products with each new software release, including passcode-based data encryption, because cyberattacks have only become more frequent and more sophisticated. As a result of these stronger protections that require data encryption, we are no longer able to use the data extraction process on an iPhone running iOS8 orlater.

Hackers and cybercriminals are always looking for new ways to defeat our security, which is why we keep making itstronger.

The government says your objection appears to be based on concern for your business model and marketing strategy. Is thattrue?

Absolutely not. Nothing could be further from the truth. This is and always has been about our customers. We feel strongly that if we were to do what the government has asked of us — to create a backdoor to our products — not only is it unlawful, but it puts the vast majority of good and law abiding citizens, who rely on iPhone to protect their most personal and important data, atrisk.

Is there any other way you can help the FBI?

We have done everything that’s both within our power and within the law to help in this case. As we’ve said, we have no sympathy forterrorists.

We provided all the information about the phone that we possessed. We also proactively offered advice on obtaining additional information. Even since the government’s order was issued, we are providing further suggestions after learning new information from the Justice Department’sfilings.

One of the strongest suggestions we offered was that they pair the phone to a previously joined network, which would allow them to back up the phone and get the data they are now asking for. Unfortunately, we learned that while the attacker’s iPhone was in FBI custody the AppleID password associated with the phone was changed. Changing this password meant the phone could no longer access iCloudservices.

As the government has confirmed, we’ve handed over all the data we have, including a backup of the iPhone in question. But now they have asked us for information we simply do nothave.

What should happen fromhere?

Our country has always been strongest when we come together. We feel the best way forward would be for the government to withdraw its demands under the AllWritsAct and, as some in Congress have proposed, form a commission or other panel of experts on intelligence, technology, and civil liberties to discuss the implications for law enforcement, national security, privacy, and personal freedoms. Apple would gladly participate in such aneffort.

Read Tim's letter

Customer Letter - FAQ - Apple (2024)

FAQs

How do I ask Apple support a question? ›

Contact Apple Support
  1. U.S. technical support: (800) APL–CARE (800–275–2273)
  2. See all worldwide support telephone numbers.
  3. Contact a mobile carrier.
  4. Make a reservation at an Apple Retail Store Genius Bar.
  5. Beats support: (800) 442–4000 (U.S.) or see all worldwide support telephone numbers.

How does Apple understand customer needs? ›

Apple uses technology and data to deliver personalised experiences for its customers. For example, using augmented reality technology in the Apple Store app, customers can virtually place Apple products in their home to better understand how they will fit.

How does Apple get to know their customers? ›

How does Apple build relationship with their customers? By always maintaining a consistent brand voice and customer experience across all channels. This consistency isn't just about matching content but also maintaining a uniform tone, response time, and interaction style.

What are Apple customers looking for? ›

Whenever an Apple new product is in the market, customers go crazy looking for new and developed technology and updated functionalities. With every launch of the iPhone, Apple brings in something new and fresh that makes customers stick to the brand in the search for something new and unique.

What is the Apple question method? ›

APPLE is the acronym for asking the question, pausing to allow the participants to comprehend the question and think of an answer, picking a member to provide an answer, listening to the answer provided, and expounding or elaborating more on the answers given.

Can I chat with Apple customer service? ›

Give us a few details and we'll offer the best solution. Connect by phone, chat, email, and more.

How does Apple handle customer complaints? ›

If you call the Apple Customer Care line and ask to speak to a representative in the Customer Relations department they will transfer for you. The representatives are extremely nice and usually take good care of you.

Does Apple care about their customers? ›

Key Takeaways. Apple's NPS reflects its commitment to customer satisfaction, continuous innovation, and unique experiences that drive strong brand loyalty.

Does Apple listen to customer feedback? ›

But, by listening to customers, giving them exactly what they wanted and expected, Apple was able to make these products simpler and easier to use. Today, Apple continues to measure feedback and adapt to the results, a major reason for its continuing success.

How does Apple value their customers? ›

Apple doesn't just design experience for the sake of it. They design their experience to make customers happy. They focus on delivering emotional value to the customers. Apple amazes its customers through the service they render to them.

How does Apple attract new customers? ›

Promotion: The company promotes their products through advertisem*nts, sales promotions, personal selling, and public relations. Apple products are advertised on various prominent websites. Sales promotions take place at stores or are performed by authorized sellers.

How does Apple track customer satisfaction? ›

Apple constantly remains in touch with its customers. For example, they send NPS surveys immediately after their product purchase or store visit in order to understand their satisfaction with the recent purchase or visit.

Who is Apple's biggest customers? ›

Approximately 40% of the revenue comes from the United States alone. Europe and China are two other major markets for Apple, as is evident from the table below. . Americas brought in net sales of $39.81 billion in the fourth quarter of the company's 2022 fiscal year.

Why Apple is best when it comes to understanding customers? ›

It's a world class company that understands its user base, markets to them effectively, and creates consistent products that align to each and every one of their needs. Apple represents a stark contrast to other tech companies like Google or Samsung. Apple is a company with an identity and personality.

What is Apple's ideal customer? ›

Understanding and Appealing to the Target Market

Apple's target audience generally consists of middle- to upper-class individuals who are willing to pay more for an innovative product and quality user experience. They are often younger to middle age and located in America, Europe, or China.

Do you talk to real people on Apple support? ›

Support by phone

You can talk to an Apple Advisor by calling the Apple Support phone number for your country or region.

How can I send a message to Apple support? ›

How to Chat with Apple's Customer Support. To chat with the Apple customer support team, go to getsupport.apple.com. Then choose which Apple product or service you need help with and what issue you're experiencing. Finally, select Chat and sign in with your Apple ID or enter your product's serial number.

Does Apple have 24-7 customer service? ›

Apple's online support provides the most comprehensive support information available from Apple. Apple online support inlcudes software updates and utilities, technical support and product information and is available 24 hours a day, 7 days a week.

How do I ask a question on the Apple community? ›

If you're signed in, you can ask a new question by clicking "Ask the community" at the upper-right corner of any page. To ask a question from the home page: Type your question in the "Search or ask a question" bar. Try to limit the question to one short sentence.

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