Just a month ago, the Federal Bureau of Investigation accused Apple of a public relations marketing stunt when the company refused to comply with a court order to help the bureau unlock an iPhone used by one of the San Bernardino shooters.
“Apple’s current refusal to comply with the Court’s Order, despite the technical feasibility of doing so, instead appears to be based on its concern for its business model and public brand marketing strategy,” Justice Department attorneys wrote in a court filing. Those remarks came days after Apple CEO Tim Cook published a message on the gadget maker’s website telling consumers that the government’s “overreach” would “undermine the very freedoms and liberty our government is meant to protect.” In Cook’s eyes, Apple was being asked to implement a backdoor of sorts to its mobile phone’s encryption.
But would Cook take his biggest stage, during the latest product launch of new shiny gadgets on Monday, and again rail against the government’s demands? Would Cook, or anybody from Apple, take a swipe at the government and play into its hands while unveiling a new iPad, iPhone, or other product during a live-streamed event from company headquarters? Would that happen just one day before the much-anticipated court hearing?
It didn’t take long. Just moments after the event started, Cook indeed brought up the topic without even mentioning the FBI, encryption, or terrorism.
“We built the iPhone for you, our customers. And we know it is a deeply personal device,” he said. “We did not expect to be in this position at odds with our own government. But we believe strongly that we have a responsibility to help you protect your data and protect your privacy. We owe it to our customers and we owe it to our country. This is an issue that impacts all of us.”
The war of words aside, for now the issue is left in the hands of Magistrate Sheri Pym in Riverside, California. She already ordered Apple to help unlock the phone last month but did so without giving Apple a chance to challenge it. Tuesday’s hearing is about providing Apple that opportunity. Between these two court events, there’s been plenty of he-said, she-said arguments from both sides.

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