Page 23 - Aruba Today
P. 23
TECHNOLOGY A23
Tuesday 5 April 2016
Will Apple’s FBI tussle take a bite out of the brand?
MAE ANDERSON rectly to users. With An-
AP Technology Writer
NEW YORK (AP) — The droid, any updates have
revelation that the FBI
was able to break into a to wait for phone makers
secured iPhone without
Apple’s help won’t take a and wireless carriers to ap-
bite out of Apple’s brand
reputation, but consumers prove them.
will be looking for security
improvements soon. And even if the FBI doesn’t
The Apple brand has al-
ready withstood worse. disclose the technique it
In 2014, hackers posted
nude photos of Jenni- used, it may become out-
fer Lawrence and other
celebrities after guess- moded as Apple continues
ing their passwords and
breaking into their Apple updating its security pro-
iCloud accounts. Beyond
security, Apple has faced tections.
complaints that the iPhone
6 Plus bent too easily and Christopher Lehmann,
that the iPhone 4 lost signal
strength when users held it managing director of
a certain way.
In each case, Apple’s rep- branding firm Landor in
utation recovered — and
the company went on to San Francisco, said iPhone
sell 232 million iPhones last
year. And on Thursday, buyers will understand that
crowds formed at some
stores as the new iPhone SE Apple’s in a business that’s
went on sale, though the
company hasn’t released “always about improve-
figures.
YouGov BrandIndex, which ment, evolving and being
tracks brand perceptions,
said that the Apple brand agile about how you ap-
has been trending mod-
estly positively since early proach technology.”
March and that the FBI
dropping the case had no In addition, Apple likely got
effect on that.
And investors haven’t some kudos from consum-
ers for standing its ground
In this Thursday, March 31, 2016, file photo, Apple employees cheer at the door as they escort against the government.
first customers in line for the release and sale start of the new Apple iPhone SE at an Apple shop
in Tokyo. And Apple benefits from a
Associated Press quick resolution. Scott Gal-
loway, clinical professor
shown much concern: Ap- it didn’t need Apple’s help address the problem, but ... of marketing at NYU Stern
ple’s stock has increased 4 after all in breaking into an there has to be news soon,
percent since the FBI said iPhone used by a San Ber- with Apple saying ‘Here’s School of Business, said Ap-
late Monday that it didn’t nardino killer. It was an old- how the new iPhone is now
need help to break into er model, but has recent Fort Knox,” said Allen Ad- ple risked public sentiment
the phone. Investors have iPhone software. amson, founder of Brand
typically been more wor- Apple is already expected Simple Consulting. turning against the com-
ried about whether Apple to tighten security even Apple won’t comment
can maintain its growth more with its next iPhone on specific plans, but says pany as people became
as smartphone sales slow software, likely to be an- it’s constantly working to
down. nounced in June and avail- improve the security of its more informed about the
Apple resisted the FBI’s de- able in September. But can devices, because it knows
mands that it rewrite the Apple assure its phones are hackers are always looking case, and particularly if
iPhone’s software to over- unbreakable when the FBI for new vulnerabilities. Ap-
ride safeguards against won’t reveal what tech- ple also says it can deliver Apple lost.
repeatedly guessing pass- nique it used? software updates quickly
codes. But the FBI now says “They have a window to because it sends them di- For now, he said, “the line
isn’t going to be any shorter
for the iPhone because the
FBI in concert with a third
party figured out a way
to hack into one phone. I
haven’t heard anybody
say ‘That’s it, I’m switching
to Samsung.’”___
Toyota forms company to
make technology simpler
DETROIT (AP) — Toyota is America’s chief informa- an insurance company so In this March 30, 2011 file photo, the Toyota logo is shown at
forming a new data sci- tion officer. “I think people people are insured based Wilsonville Toyota, in Wilsonville, Ore.
ence company in partner- are really tired of fumbling on where they travel, Toy-
ship with Microsoft that’s with multiple devices and ota said. Also, it will look at Associated Press
designed to free customers having this disjointed ex- linking with other vehicles
“from the tyranny of tech- perience,” Hicks said as so they can report weather take steps toward autono- pany will support research
nology.” The company Toyota announced the and traffic conditions to mous driving. Google al- into artificial intelligence
called Toyota Connected venture on Monday. Like people driving the same ready is testing self-driving and robots, as well as ana-
has a goal of simplifying other automakers, Toyota route. The move comes as cars on real streets in Cali- lyze data from vehicle sen-
technology so it’s easier to Connected will research automakers prepare for fornia, Texas and the state sors and cameras so algo-
use, perhaps even getting connecting cars to each big changes in transporta- of Washington. rithms can be developed
rid of distracting and com- other and to homes, as well tion that are coming in the Toyota says the new com- for self-driving cars.
plicated touch screens as telematics features that next several years including
that now are in most cars learn and anticipate a driv- steps toward self-driving
and replacing them with er’s habits. The company, cars. Tesla Motors, Gener-
heads-up or voice-activat- like other automakers, will al Motors, Mercedes-Benz
ed technology, said Zack explore transmitting a driv- and others are rolling out
Hicks, the company’s CEO er’s health data to a doc- cars that can drive them-
who also is Toyota Motor tor or driving patterns to selves on freeways as they
