With shady corporate tax practices at Apple, Reputation Teflon Intact
With shady corporate tax practices, it seems Apple is so bulletproof that public perception of it’s products went mostly unchanged unchanged -intact reputation.
In a well written piece on Apple‘s (NASDAQ: AAPL) shady tax policies by Charles Duhigg and David Kocieniewski at The New York Times explains, how Apple serves as a window on how technology giants have taken advantage of tax codes written for an industrial age and ill suited to today’s digital economy?
Apple’s consumer reputation has barely budged since the Sunday April 29th New York Times story revealing that the company avoids paying taxes in its home state of California and 20 other states,
Apple’s reputation score actually went up modestly from 52 to 58 a few days after the New York Times story broke on April 29, 2012. Its current score is 51, only slightly below where it was when their tax strategy was revealed, wrote Ted Marzilli.
The market research firm concluded that Apple’s public reputation is “virtually Teflon” — at least in terms of tax avoidance. which noted that the conglomerate brought in profits of $14.2 billion in 2010 but paid nothing in taxes, while claiming a tax benefit of $3.2 billion.
This shows, user perception of Apple was unchanged following the New York Times’ story about Apple’s shady corporate tax practices.
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