Apple's apology would have happened under Steve Jobs, too

Tim Cook's Apple isn't that different.

It didn't take long after Apple's apology for their Maps app for people to start idly wondering whether Steve Jobs-era Apple would have apologised in the same way.

Short answer: yes.

In fact, Steve Jobs' Apple issued apologies to customers for varying reasons. Like this one, from 2007:

I have received hundreds of emails from iPhone customers who are upset about Apple dropping the price of iPhone by $200 two months after it went on sale. After reading every one of these emails, I have some observations and conclusions. . .

We want to do the right thing for our valued iPhone customers. We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple.

Steve Jobs

Apple CEO

Or this one, from 2010:

Yesterday Apple and its carrier partners took pre-orders for more than 600,000 of Apple’s new iPhone 4. It was the largest number of pre-orders Apple has ever taken in a single day and was far higher than we anticipated, resulting in many order and approval system malfunctions. Many customers were turned away or abandoned the process in frustration. We apologize to everyone who encountered difficulties, and hope that they will try again or visit an Apple or carrier store once the iPhone 4 is in stock.

Apple never apologises. Except when they do.

Steve Jobs. Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Don’t shoot the messenger: are social media giants really “consciously failing” to tackle extremism?

MPs today accused social media companies of failing to combat terrorism, but just how accurate is this claim? 

Today’s home affairs committee report, which said that internet giants such as Twitter, Facebook, and YouTube are “consciously failing” to combat extremism, was criticised by terrorism experts almost immediately.

“Blaming Facebook, Google or Twitter for this phenomenon is quite simplistic, and I'd even say misleading,” Professor Peter Neumann, an expert on radicalisation from Kings College London, told the BBC.

“Social media companies are doing a lot more now than they used to - no doubt because of public pressure,” he went on. The report, however, labels the 14 million videos Google have removed in the last two years, and the 125,000 accounts Twitter has suspended in the last one, a “drop in the ocean”.

It didn’t take long for the sites involved to refute the claims, which follow a 12-month inquiry on radicalisation. A Facebook spokesperson said they deal “swiftly and robustly with reports of terrorism-related content”, whilst YouTube said they take their role in combating the spread of extremism “very seriously”. This time last week, Twitter announced that they’d suspended 235,000 accounts for promoting terrorism in the last six months, which is incidentally after the committee stopped counting in February.

When it comes to numbers, it’s difficult to determine what is and isn’t enough. There is no magical number of Terrorists On The Internet that experts can compare the number of deletions to. But it’s also important to judge the companies’ efforts within the realm of what is actually possible.

“The argument is that because Facebook and Twitter are very good at taking down copyright claims they should be better at tackling extremism,” says Jamie Bartlett, Director of the Centre for the Analysis of Social Media at Demos.

“But in those cases you are given a hashed file by the copyright holder and they say: ‘Find this file on your database and remove it please’. This is very different from extremism. You’re talking about complicated nuanced linguistic patterns each of which are usually unique, and are very hard for an algorithm to determine.”

Bartlett explains that a large team of people would have to work on building this algorithm by trawling through cases of extremist language, which, as Thangam Debonnaire learned this month, even humans can struggle to identify.  

“The problem is when you’re dealing with linguistic patterns even the best algorithms work at 70 per cent accuracy. You’d have so many false positives, and you’d end up needing to have another huge team of people that would be checking all of it. It’s such a much harder task than people think.”

Finding and deleting terrorist content is also only half of the battle. When it comes to videos and images, thousands of people could have downloaded them before they were deleted. During his research, Bartlett has also discovered that when one extremist account is deleted, another inevitably pops up in its place.

“Censorship is close to impossible,” he wrote in a Medium post in February. “I’ve been taking a look at how ISIL are using Twitter. I found one user name, @xcxcx162, who had no less than twenty-one versions of his name, all lined up and ready to use (@xcxcx1627; @xcxcx1628, @xcxcx1629, and so on).”

Beneath all this, there might be another, fundamental flaw in the report’s assumptions. Demos argue that there is no firm evidence that online material actually radicalises people, and that much of the material extremists view and share is often from mainstream news outlets.

But even if total censorship was possible, that doesn’t necessarily make it desirable. Bartlett argues that deleting extreme content would diminish our critical faculties, and that exposing people to it allows them to see for themselves that terrorists are “narcissistic, murderous, thuggish, irreligious brutes.” Complete censorship would also ruin social media for innocent people.

“All the big social media platforms operate on a very important principal, which is that they are not responsible for the content that is placed on their platforms,” he says. “It rests with the user because if they were legally responsible for everything that’s on their platform – and this is a legal ruling in the US – they would have to check every single thing before it was posted. Given that Facebook deals with billions of posts a day that would be the end of the entire social media infrastructure.

“That’s the kind of trade off we’d be talking about here. The benefits of those platforms are considerable and you’d be punishing a lot of innocent people.”

No one is denying that social media companies should do as much as they can to tackle terrorism. Bartlett thinks that platforms can do more to remove information under warrant or hand over data when the police require it, and making online policing 24/7 is an important development “because terrorists do not work 9 to 5”. At the end of the day, however, it’s important for the government to accept technological limitations.

“Censorship of the internet is only going to get harder and harder,” he says. “Our best hope is that people are critical and discerning and that is where I would like the effort to be.” 

Amelia Tait is a technology and digital culture writer at the New Statesman.