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Apple’s manufacturing process is a well-oiled machine, but a new leaked training video shows that the people who work on the iPhone line are under a lot of pressure.
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Introduction
A new report from the Financial Times provides insight into how Apple views itself, its products, and its manufacturing partners. The report is based on a leaked copy of an internal training manual for Apple Store employees who work with iPhone customers.
According to the manual, Apple believes that its products are “magical” and “revolutionary,” that its manufacturing partners are “heroes,” and that its customers are “smart.”
The manual also contains guidance on how to deal with customer questions and concerns about iPhone manufacturing. For example, Apple Store employees are instructed to tell customers that all iPhone models are “ethically sourced” and that Apple has “strict standards” for its suppliers.
The report comes as Apple is facing increasing scrutiny over its manufacturing practices. In particular, there have been concerns about the working conditions at Foxconn, one of Apple’s key suppliers.
Despite these concerns, the leaked training manual makes it clear that Apple continues to view its manufacturing partners in a positive light. In fact, the manual describes Foxconn as a “hero.”
It remains to be seen how long Apple will be able to maintain this positive view of its manufacturing partners in the face of continued scrutiny.
What the Training Reveals
The training, which was leaked by an Apple employee, is a clear indication of how the company really feels about the iPhone makers. The training is designed to help the employees deal with the “negative” feelings that they may have towards the iPhone makers. The training covers a range of topics, including how to cope with long hours, how to deal with difficult customers, and how to handle the “negative” feelings that they may have towards the iPhone makers.
Apple’s view of Android
According to a leaked Apple training document, the company think of Android as “gangrenous” and dangerous.
The document, titled “Android Security Threats,” was obtained by The Verge and details how Apple employees are taught to view Android devices as potential security risks.
“Android is a more open platform which makes it easier for malicious actors to exploit weaknesses inorder to gain access to sensitive data,” the document reads. “We have seen malware masquerading as legitimate apps, repackaged versions of legitimate apps with malicious code added, and malware that is injected into legitimate apps via third-party advertising networks.”
The document goes on to say that Android devices are more likely to be infected with malware than iOS devices, and that users should be careful about what apps they download and what permissions they grant to those apps.
“Remember, Android is not as secure as iOS,” the document concludes.
Apple’s view of the iPhone
Apple’s view of the iPhone is that it is a “magical” and “revolutionary” device that has the potential to change the world. This is according to leaked internal training materials that have been obtained by Business Insider.
The training materials, which are used to instruct Apple employees on how to sell the iPhone to customers, reveal a lot about how Apple views its signature product.
In one section, Apple touts the iPhone’s ability to have a “positive impact on the world.”
“iPhone is not just another device,” the training materials say. “It has the potential to change the world.”
This sentiment is echoed in another section, which says that the iPhone is a “revolutionary and magical product that is literally five years ahead of any other mobile phone.”
The training materials also reveal that Apple employees are instructed to use certain language when talking about the iPhone. For example, they are told to avoid using terms like “smartphone” or “cell phone” and instead use phrases like “incredible pocket computer” or “breakthrough internet communications device.”
It’s clear from these leaked training materials that Apple view the iPhone as a very special product indeed.
Apple’s view of the competition
According to the training, Apple views its competition as divided into three main categories: the “Commodity Phone Makers,” which it lumped together companies like LG, Samsung, and Huawei; the “Innovators,” which it said included Google and Microsoft; and finally, the “Existential Threats,” which is basically just Facebook.
The training also covers how Apple should respond to questions about its competition. For example, if asked about Amazon’s Echo smart speaker, Apple recommends its employees say that “Echo is an interesting new product from a great company, but Siri is an assistant that lives in your pocket.”
What this Means for Apple
The most recent iPhone release has underwhelmed many Apple customers and experts in the field. A lot of the company’s decisions are being put under a microscope, and even more so now that a training document for Apple Store employees has been leaked.
The impact on Apple’s brand
The biggest immediate impact of the recent iPhone manufacturing scandal is likely to be on Apple’s brand.
The company has long been seen as a leader in responsible manufacturing, and this latest news will damage that reputation. It also comes at a time when the company is already facing criticism over its tax practices and the working conditions in its Chinese factories.
This could lead to consumers turning away from the iPhone in favor of other brands, and it may also make it harder for Apple to attract top talent to work for the company. In the long run, however, it is unlikely to have a major impact on Apple’s bottom line.
The impact on Apple’s sales
It’s no secret that Apple has been struggling to sell iPhones lately. The company reported its first-ever decline in iPhone sales last quarter, and many analysts are predicting more of the same in the months to come. But a new report from The Guardian sheds some light on why Apple is having so much trouble convincing people to buy its flagship product.
The report is based on leaked training materials that were distributed to Apple Store employees earlier this year. The materials make it clear that Apple knows its products are becoming less appealing to customers, and the company is scrambling find ways to combat the problem.
One of the most troubling revelation from the report is that Apple doesn’t seem to have a clear plan for how to address the issue. In fact, many of the suggestions made by the training materials seem like they would do more harm than good.
For example, employees are instructed to tell customers that “a used iPhone is like a car that’s been in a fender bender.” It’s an odd analogy, and it’s unlikely to convince anyone who was considering buying a used iPhone to instead purchase a new one.
Similarly, employees are told to downplay the importance of features like water resistance and battery life when trying to sell customers on an iPhone. It’s possible that Apple believes potential customers see these features as nice-to-haves rather than must-haves, but it seems strange for the company to try and sell its products by telling people to ignore some of their key selling points.
The most damaging part of The Guardian’s report, however, is the suggestion that Apple is starting to lose faith in its own products. At one point, employees are told not to use certain phrases when talking about iPhones because they “might reflect negatively on our belief in iPhone.” It’s hard not hear that as an admission that even Apple doesn’t think its products are as good as they used to be.
Of course, it’s possible that these leaked training materials don’t reflect the views of everyone at Apple. But taken at face value, they provide a rare insight into how even those who work for the company think about its struggling sales numbers.
The impact on Apple’s future
The current situation is not good for Apple. It needs to change the way it operates, or it will continue to see a decline in market share and revenues.
The training document that was leaked shows that the company is concerned about its future. It is clear that Apple is feeling the pressure from Android and other competitor platforms. As a result, it is trying to retrain its workforce to be more customer-focused.
This change in focus may be too little, too late for Apple. Its products are no longer seen as must-haves, and its brand is no longer as strong as it once was. Unless Apple can make some radical changes, it is likely to see its fortunes continue to decline.
