Apple has paused product sales and limited the use of Apple Pay and other services in Russia, joining a chorus of tech giants taking a stand against the invasion of Ukraine.
However, Apple’s move is particularly notable given the high visibility of its products and the outsized influence it wields as a tech industry leader. “Apple does have a lot of power. And consumers are very addicted to their products,” says Neeru Paharia, an associate professor at Georgetown University’s McDonough School of Business, who researches consumer behavior, moral psychology, and brand signaling. “And so cutting off these products is meaningful.
“Apple has chafed under some of the pressures that have been placed on it prior to this very acute conflict,” Barker says, noting that last year both Apple and Google removed jailed Kremlin critic Alexei Navalny's voting app from their app stores. Last year Apple alsoduring the setup process on iPhones sold in Russia that prompted users to download state-run apps.
At the time of publication, Apple had not responded to inquiries from WIRED about its decision to limit or block its products and services. “For many years, people thought companies were just apolitical, like they should just stay out of it,” she says. “Now there’s a lot more pressure for companies to take more moral positions.”
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