san francisco apple inc aapl.o chief executive tim cook refusal comply u.s. government request unlock iphone one san bernardino california attackers draw strong reaction critics supporters week unclear decision affect potential buyers company products open letter customers cook vow fight court order los angeles judge provide reasonable technical assistance investigators want access phone rizwan farook shooter san bernardino attack kill 14. cook say comply government request would set dangerous precedent could ultimately undermine security iphones users support oppose apple position flood twitter rival hashtags thankyouapple boycottapple facebook users write lengthy post move twitter ceo jack dorsey tweet support cook thursday join group like amnesty international applaud cook stance conservative pundit ann coulter among cook many critics suggest social media post apple make move pr purpose brand expert allen adamson founder brand simple consult praise cook forthright note customers corporate leaders good clear principled view customers either agree disagree rather ambiguity lack clarity company stand say adamson whose new york-based firm advise company volatile brand matter adamson brand experts say cook open letter important get ahead debate even users necessarily support company decision apple come fire republican lawmakers presidential candidates like donald trump company also rally support among privacy advocate lightning rod issue country right hugely emotional polarize still unclear connect consumers say adamson analysts also point apple brand power likely shield immediate backlash consumers recent survey 44,000 consumers brand consult firm brand key inc find company lead major tech brand virtually categories devices service customer engagement loyalty extraordinary high level emotional engagement consumers say brand key president robert passikoff steady stream customers visit apple store downtown san francisco thursday shoppers seem unfazed controversy buy apple product quality affect decision buy say esther stearns retire tech worker tim cook 's privacy stance win lose customers apple