By owning up, they are not making it right. Owning up is for the mediocre 90% of the pack. Apple lives and dies by its perfectionist reputation, and "owning up" would shatter that asset. They will most likely announce something big to change the conversation, as someone else already mentioned. This way, they'll make us forget us fast, and this will be making it right for them.

> Owning up is for the mediocre 90% of the pack.

Agreed.

> They will most likely announce something big to change the conversation

Changing the conversation is for the pathetic lowest 40%.

A brilliant company fixes the problem, does something extra to make up for the pain, and makes their customers happy.

I thought that by definition being a perfectionist means being cognizant of your mistakes. . . At the moment not owning up is making that asset a little toxic: "Apple think they're perfectionists but that's just because they don't acknowledge their mistakes" seems to be floating around right now

I don't think it is going to "shatter" anything. Letting the problem continue, that would "shatter" the reputation.