Apple Inc. is on the hunt for a new European head of corporate PR, signaling a strategic shift as the tech giant strives to better handle its regulatory challenges within the EU. The company has faced substantial fines and mandatory changes to its App Store, driven by the EU's Digital Markets Act, and is now looking to strengthen its public relations team to turn the tide.
Despite being a key player in the tech industry, Apple's current PR structure in Europe remains shrouded in secrecy, which is typical of the company's discreet nature. The position, which seems to be newly created, has been vacant since February 8, 2024. Previously, Tanya Ridd held a similar role overseeing PR for north and south Europe until her departure in 2017.
The role involves working a 35-hour week from London, coordinating with Apple’s PR managers in other major European cities such as Paris and Berlin. The job description highlights responsibilities including promoting Apple’s economic contributions, educational initiatives, customer privacy, and environmental efforts across Europe.
This move comes as Apple struggles to assert its stance against the EU's accusations and fines, which recently amounted to approximately $2 billion for alleged consumer harm. The company insists it does not dominate the streaming market as the EU claims, suggesting a disconnect between how Apple perceives its role and how it is viewed by European regulators.
By bolstering its PR capabilities, Apple aims to enhance its communication and advocacy efforts within the EU, hoping to reshape perceptions and better articulate the values and contributions of the company to European society.
