From the “who thought THIS was a good idea” file … Apple was forced to apologize this week, after countless complaints over an iPhone application called “Baby Shaker.” The downloadable game required players to see how long they could endure the wails of a crying baby, then shake the virtual infant until it stopped … and red X’s appeared in place of the animated baby’s eyes. Yeesh. Apple was quick to yank the game (developed by an outside supplier) and offer an unqualified apology, describing it as “deeply offensive” and something that never should have been approved for sale. That was absolutely the right communications play. A better one would have been to realize that this was a PR nightmare waiting to happen at the outset. Apple took a PR hit on what was otherwise its arguably brightest brand – the iPhone and the app store which, until now, has generated nothing but positive buzz. In the development of any product or service for public consumption, considering all possible sensitivities is imperative. In our business we call it “war-gaming.” It would seem that Apple omitted this crucial exercise, and their brand is paying for it as a result.
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