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July 30, 2020 07:30 pm

Apple Emails Reveal Internal Debate on Right to Repair

Tim Cook didn't reveal anything new during his testimony before the House Judiciary Committee Wednesday. But emails his company shared with the committee spoke volumes. These internal discussions reveal that what looks like Apple's united front against Right to Repair is really an internal debate, rife with uncertainty. From a report: The New York Times editorial in favor of Right to Repair last April set off a fire alarm inside Apple's public relations team. When Binyamin Appelbaum reached out to research the issue, Apple's VP of communications said in an internal email that "We should get him on the phone with [Apple VP Greg] Joz [Joswiak] or [Senior VP] Phil [Schiller]." That spawned an instant debate. "The larger issue is that our strategy around all of this is unclear. Right now we're talking out of both sides of our mouth and no one is clear on where we're headed." The emails show the high profile of Right to Repair inside Apple as leaders debate how to respond to a request for comment on an upcoming column. "The piece is using [Senator] Warren's new right to repair for agriculture to talk about the broader right to repair effort and plans to use Apple as a symbol in that fight. We're meeting with everyone shortly about the overall strategy and then I'll connect with [Greg 'Joz' Joswiak]." The email goes on, "Appelbaum has, of course, talked with iFixIt [sic] and others." They're right about that! The conversation resulted in a set of talking points that Kaiann Drance, VP of Marketing, talked through with Appelbaum. Afterwards, Apple PR wrote, "Kaiann did a great job and emphasized the need for a thoughtful approach to repair policy because of how important it is to balance customer safety with access to more convenient repairs." Apple was less convincing than they hoped. The editorial, carrying the weight of the Times' entire Editorial Board, came out forcefully in favor of Right to Repair. Of Apple specifically, the Times remarked, "The company is welcome to persuade people to patronize its own repair facilities, or to buy new iPhones. But there ought to be a law against forcing the issue."

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