On Wednesday, January 17, CEO of Apple, Tim Cook was reportedly asked in an interview with ABC news, if he thinks that Apple, as a brand had failed in its duty to inform customers about the phones and the persistent battery issues which they have been slowing down, to which he said, "When we did put it the software update out, we did say what it was, but I don't think a lot of people were paying attention. You might see a few words about, I don't know, stabilization or something. In essence, though, you're trusting Apple to protect your phone and make it continue to function. But maybe we should have been clearer, as well.”
Cook went on to apologise and said, "We deeply apologize for anybody that thinks we had some other kind of motivation."
He also added, “The problem for Apple is that it has always positioned itself as being more caring and people-focused than others.”
