Question $1$

$3$ Points

Step $1$:

Do a search of the Apple $10-$K PDF for the word, $$Brand$$ and the phrase, $$Brand risk.$$

How many brand risks are identified in Apple's $10-$K$?$

Step $2$:

Do a search of the Apple $10-$K PDF for the word, $$reputation$.$

How many reputational risks are identified in the $10-$K$?$

What explanation can you offer for what you$$ve found in the two searches?

$5.$

Question $2$

$3$ Points

Review each risk that the $10-$K identifies as potentially impacting Apple$$s $$reputation$.$

As you review each one, categorize them as pertaining to one or more of the following. Add additional categories as needed:

o People and culture

o Governance, Social and environmental issues

o Government investigation and litigation

o Innovation and new products

o Component sourcing and supply chain

o Retailers

o Advertising

o Digital content

o Etc...

Are there categories that you think should be identified with brand or reputational risk which the $10-$K does not identify? Which categories would you add and why? Which categories would you remove from the list of brand or reputational risk? Explain why.

$6.$

Question $3$

$3$ Points

Notice that starting at the bottom of page $15,$ with $$Financial Risks,$$ and continuing through to the end of the risks section with the header, $$General Risks,$$ there are no references to brand or reputation. Do you agree or disagree that financial risks have no impact on brand perception?