4. Apple needs to learn to take criticism in the positive light:

Apple believes that ‘we can do no wrong’. Try telling them otherwise and be ready to see them a) ignoring it, b) denying it, c) turning defensive and d) telling you why you are wrong. You expect a company like apple to be better prepared to respond to criticism about a product or a business decision.

When apple was accused of swindling tax money, they harped about the number of jobs they created in the United States. When a customer complained that the iPad gets over heated he was shown how beautiful the display is. When the same guy had complained about the iPhone 4 antennae problem he was told to hold the phone differently. It becomes comical after a certain point. Let’s hope apple decides to hire a better crisis management team.