[definiv]

I really don't see how Apple taking a stand on this publicly is of any benefit to them from a marketing perspective. I'm sure there are many of Apple's customers who think they should comply with the FBI on this issue and see their refusal as "supporting terrorists". Apple could have decided to just do what was being asked without making it public and the rest of us would go on knowing nothing about it, but for them to publicly make a statement that they were asked to do this and believe it's wrong, I think, shows a genuine belief on their part that it is an overreach and sets a dangerous precedent for the future. I'm no Apple apologist, but I don't think this has anything to do with marketing for them.

[jerf]

It is positive marketing for them. The fears that oversea customers have about US corporations are real, and drive real spending decisions. There will be economic ramifications to Apple and the entire security industry if the FBI wins this fight. For that matter, if the government gets intrusive enough, the fears of not overseas customers are going to start driving buying decisions too.

And let's be honest... this is marketing by the FBI too, picking a convenient fight on ground of their choosing to obtain this new power. The Justice Department is right, but the Federal Goverment is not in a position to throw stones from their glass house here.

[ferentchak]

Exactly. This entire tragedy was exactly what they needed to make sure that Americans had the proper amount of fear to begin giving up more rights. They made sure that the request was public so they could use this event as an anchor against Apple when they refuse to create backdoors.

"Apple wouldn't even use their technology to get the information off of the phone that the terrorists used" will make a powerful headline when the FBI and NSA are asking for the rest of the backdoors they want.

http://mobile.nytimes.com/2016/02/19/technology/how-tim-cook...

[IBM]

This is an interesting filing from the DOJ because they somehow seem incredulous that a private business would have commercial interests. In fact it probably hurts their commercial interests and brand for the reason you stated.