One of the most famous companies in the world is making its already great image even better.
Recent attention has been given to Chinese plants run by manufacturer Foxconn about the working conditions. The abuses inspected within Foxconn included unreasonable, long working hours and underage workers. Reports of abuses at Foxconn have presented Apple with an uncommon public relations issue. The Fair Labor Association is beginning to audit Apple’s plants in China and their working conditions. Cook says it is “probably the most detailed factory audit in the history of mass manufacturing.”
While this could spell out bad news for Apple, the company is instead using this opportunity to give itself an even better image. Apple handled this issue very professionally by embracing the reform of worker conditions in China instead of denying their existence. Cook states that the company believes using underage workers is “abhorrent” and that any supplier found intentionally hiring underage workers are subject to termination. Cook also said there have been violations of working more than the allowed 60 hours per week and that the company is “determined to drive widespread change” to fix these problems.
By embracing the problem, the company earns respect because it has owned up to its own problems — one of the smartest decisions Apple could make. Think about it: Apple is appealing to people’s emotions because anyone with a moral bone in his or her body doesn’t want to think about children working in factories 100 hours a week. By fixing these problems, Apple becomes a company with morals, which is appealing to Americans. One of the most loved companies in the United States is going to be more loved if it makes working conditions bearable in China.
Cook also announced that results from the audit will be posted every month on the company’s website. While Apple doesn’t seem to need any more attention for its products, as 37 million iPhones were sold last quarter, a little boost couldn’t hurt, and that’s exactly what it turned this public relations issue into — a boost for its reputation.
So next time you decide to buy the newest iPhone, at least you can balance the hefty price tag with an assurance that the people who made it are being treated fairly.
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