Cher Scarlett and Ashley Gjovik, two employees speaking out about working conditions at Apple, are getting a ton of hate mail.
From Rachel Kraus’ “AppleToo organizer faces online harassment—some of it from coworkers” posted Thursday on Mashable:
When it comes to both its products and the company itself, Apple is notoriously secretive. Scarlett [who took her complaints to the National Labor Relations Board], views the vitriolic criticism levied at her for breaking the Apple cone of silence as “a reflection of the culture.”
Gjovik also attributes the “conflict” she’s faced online as “rooted in folks simply trying to understand my story and motives, and trying to reckon with challenging their perspectives of a highly respected company with deep brand loyalty.”
Those intensely loyal Apple fans could be fueling the AppleToo backlash.
“The world generally admires Apple,” Gjovik said. “I think it is difficult for employees and the public to reckon with Apple the company misbehaving, when we often mentally combine the company and brand. [emphasis mine] I think folks are having a difficult time coming to terms that Apple the company appears to have major, systemic issues while at the same time folks have deep loyalty to and admiration of Apple’s products.”
My take: Conflating the company with the brand is something that happens a lot with Apple. Why is that, I wonder?