‘Batterygate’: The crisis management and crisis communication of Apple’s biggest scandal to date

Kalcsó Bálint (2024) ‘Batterygate’: The crisis management and crisis communication of Apple’s biggest scandal to date. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

‘Batterygate’ is the commonly used term for the crisis, stemmed from a software update to iPhone models in late 2016. This update made devices with degraded batteries enforce measures that limited their processing capabilities and therefore make them run slower. This change was a preventative step to help mitigate the harm that may be caused by high processing loads on weaker batteries, oftentimes causing the devices to lose battery charge quicker or even shut down unexpectedly. While the implemented changes could benefit the users, most of them were not aware of the changes, thus when it was brought to public attention, it sparked an uproar. The basis of the problem is positioned around understanding and dissecting the steps taken by Apple during the ‘Batterygate’ crisis, by defining the scandal and its impact on the consumer, the customer trust and loyalty and the impacts on Apple’s reputation, brand power and market performance. The aim of this thesis is to analyse all means of Apple’s response to the scandal, evaluating its effectiveness in managing the crisis and identifying the lessons learned for future crisis management. This thesis applies a qualitative research approach, and utilizes secondary data sources, such as public statements, press releases, media articles and publicly available digital data for content analysis to study and evaluate the outcome of the crisis communication and crisis management strategies Apple employed during the scandal.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	corporate crisis, corporate governance, crisis communication, crisis management, technology
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:25
Utolsó módosítás:	2025. Már. 25. 11:25

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