They knew that they had to respond immediately. The writ would dominate the next day’s news, and Apple had to have a response. “Tim knew that this was a massive decision on his part,” Sewell said. It was a big moment, “a bet-the-company kind of decision.” Cook and the team stayed up all night—a straight 16 hours—working on their response. Cook already knew his position—Apple would refuse—but he wanted to know all the angles: What was Apple’s legal position? What was its legal obligation? Was this the right response? How should it sound? How should it read? What was the right tone?
iOS 8 added much stronger encryption than had been seen before in smartphones. It encrypted all the user’s data—phone call records, messages, photos, contacts, and so on—with the user’s passcode. The encryption was so strong, not even Apple could break it. Security on earlier devices was much weaker, and there were various ways to break into them, but Apple could no longer access locked devices running iOS 8, even if law enforcement had a valid warrant. “Unlike our competitors, Apple cannot bypass your passcode and therefore cannot access this data,” the company wrote on its website. “So it’s not technically feasible for us to respond to government warrants for the extraction of this data from devices in their possession running iOS 8.”
The War Room
For the next two months, the executive floor at One Infinite Loop turned into a 24/7 situation room, with staffers sending out messages and responding to journalists’ queries. One PR rep said that they were sometimes sending out multiple updates a day with up to 700 journalists cc’d on the emails. This is in stark contrast to Apple’s usual PR strategy, which consists of occasional press releases and routinely ignoring reporters’ calls and emails.
Cook also felt he had to rally the troops, to keep morale high at a time when the company was under attack. In an email to Apple employees, titled “Thank you for your support,” he wrote, “This case is about much more than a single phone or a single investigation.” He continued, “At stake is the data security of hundreds of millions of law-abiding people and setting a dangerous precedent that threatens everyone’s civil liberties.” It worked. Apple employees trusted their leader to make the decision that was right not only for them but also for the general public.
Cook was very concerned about how Apple would be perceived throughout this media firestorm. He wanted very much to use it as an opportunity to educate the public about personal security, privacy, and encryption. “I think a lot of reporters saw a new version, a new face of Apple,” said the PR person, who asked to remain anonymous. “And it was Tim’s decision to act in this fashion. Very different from what we have done in the past. We were sometimes sending out emails to reporters three times a day on keeping them updated.”
Outside Apple’s walls, Cook went on a charm offensive. Eight days after publishing his privacy letter, he sat down for a prime-time interview with ABC News. Sitting in his office at One Infinite Loop, he sincerely explained Apple’s position. It was the “most important [interview] he’s given as Apple’s CEO,” said the Washington Post. “Cook responded to questions with a raw conviction that was even more emphatic than usual,” wrote the paper. “He used sharp and soaring language, calling the request the ‘software equivalent of cancer’ and talking about ‘fundamental’ civil liberties.