Apple's explanation about how and why iPhones track users' locations was too late, too little, a crisis communications expert said today.

"For a company that prides itself on knowing what consumers want and what they think, Apple seems to have dropped the ball in a big way in this case," said Michael Robinson, a senior vice president with Levick Strategic Communications, a Washington, D.C. firm that helps companies deal with public relations emergencies.

"Privacy is at the core of what people want," said Robinson. "It's a fundamental concern. For Apple to misunderstand that was surprising. This blunder makes no sense to me at all."

More: http://www.computerworld.com/s/article/9216256/