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.

PewDiePie
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"Death to all Jews": Why Disney dropped YouTube's biggest star PewDiePie

The Minecraft vlogger turned internet celebrity's taste for shock comedy was too much for the family-focused corporation. 

Disney has cut ties with YouTube’s most-subscribed star after he paid two Sri Lankan men five dollars to hold up a sign that read “DEATH TO ALL JEWS”.

Feel free to read that sentence again, it’s not going anywhere.

A still from PewDiePie's video, via YouTube

PewDiePie, real name Felix Kjellberg, has over 53 million subscribers on YouTube, where his videos about gaming earned him over $15m last year. The 27-year-old, whose content is popular with children, came under fire this month after the Wall Street Journal investigated anti-Semitic comments in his videos. In one video, a man dressed as Jesus says “Hitler did absolutely nothing wrong”, while in another Kjellberg used freelance marketplace Fiverr to pay two men to hold up the offensive sign. The videos have since been deleted.

Jumpcut.

The Walt Disney Company became affiliated with PewDiePie after they bought Maker Studios, a network of YouTube stars, for nearly $1bn in 2014. Following the WSJ’s investigation, Maker dropped the star, stating: “Although Felix has created a following by being provocative and irreverent, he clearly went too far in this case and the resulting videos are inappropriate. Maker Studios has made the decision to end our affiliation with him going forward.”

When you sack a YouTube Star, makes no difference who they are.

Via Wall Street Journal

But why should the story stop there? Neo-nazi website The Daily Stormer are now defending PewDiePie, while the notoriously politically-incorrect 4Chan forum /pol/ have called him “our guy”.  

In his defence, Kjellberg wrote a blog post denying an affiliation with anti-Semitic groups and explained his actions, writing: “I was trying to show how crazy the modern world is, specifically some of the services available online.” In a video last December the star also said: "It's extremely annoying how I can't make jokes on my channel without anyone quoting it as actual facts, like something I actually said", before dressing as a soldier and listening to one of Hitler's speeches while smiling. 

Pause.

(If all of this sounds familiar, recall when disgraced YouTuber Sam Pepper claimed a video in which he groped unsuspecting females was a “social experiment”).

Play.

And yet the story still isn’t over. Disney have learned a hard lesson about assuming that YouTubers are the squeaky clean fairy-tale princes and princesses they often appear to be. Shay Butler, one of the original founders of Maker Studios, yesterday quit the internet after it was alleged he sent sexual messages to a cam girl via Twitter.

Butler is one of the original "family vloggers", and has spent nine years uploading daily videos of his five children to YouTube. A practicing Mormon, Butler has become emblematic of family values on the site. “My heart is sick,” he wrote on Twitter, neither confirming nor denying the allegations of his infidelity, “I have struggled with alcoholism for years… My purpose is to rehab.” 

The result is a very dark day for YouTube, which has now dropped Kjellberg from its premier advertising network, Google Preferred, and cancelled the second series of the star's reality show, Scare PewDiePie

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