Apple has a huge following, and currently the iPhone has been under pressure with their new iPhone 6 plus released this month. The problem that has arisen is that with enough heat applied, the iPhone bends right under the volume key to the point where it becomes unusable. Many people who have had their iPhone in their pocket and have sat down with it have realized that their $900 device bends to defying angle.
From a public relations perspective, this is a problem for Apple’s brand of integrity.
Research has been applied by Apple as they have seen their stocks fall and close.
“Apple shares closed down nearly 4 percent at $97.87 on Thursday, (Sept. 18) wiping out nearly $23 billion in market” (Reuters) Along with actual YouTube video feeds dedicated to “iPhone 6 plus bend test” and a hashtag feed on twitter has allowed social media to blow this up substantially.