Fox News has been playing Hilary Vaughn’s attempt to get a short comment from Tim Cook, the CEO of Apple.

IMHO, Cook’s refusal to talk to her is a major public relations OOP.

Tim resolutely ignores her, which is his first mistake. As a favored rep for Fox News, she’s highly influential, and asks good, not ‘gotcha’ questions. So, talk to her.

Hilary probably wanted to ask about the cessation of the Air Drop program in China, which is a highly effective method for the Chinese rioters to communicate. Second mistake. There are probably a lot of Apple customers among the rioters, who want to use Air Drop.

Apple probably stopped Air Drop in China to avoid angering the Chinese government, who might toss Apple out of China.

But, Tim, if that happens, you say, ‘We’re with the people of China and we’re turning Air Drop back on.’ There are lot more customers beyond the Chinese government. The government isn’t too popular with the people at the moment. So, the turn on is a calculated risk worth taking.

If the Chinese government threatens to ban the sale of Apple products, you say ‘We’ll find a way to get Apple products into the hands of our loyal customers.’ Can you spell ‘black market’?

The moral of this story is put and keep your customers first.

Tim blew the chance to score a major public relations victory for Apple. No guts, no air medal, Tim.