This document outlines non-consequentialist theories and their application to an ethical issue between Apple and the FBI. It discusses how Apple took a deontological approach by prioritizing privacy rules over sharing data to unlock a terrorist's phone. A SWOT analysis is provided for Apple, and the document concludes that Apple defended user privacy rights ethically based on deontological theory.

2. Non Consequentialist
Theories

3. Outline
• Non consequentialist Theories
• Varieties Of deontological Theories
• Practical Study on “ APPLE INC”
• Ethical issue B/W Apple & FBI
• Swot analysis
• Conclusion
• Recommendation

4. Non Consequentialist Theories
• A Non Consequentialist Ethical Theory is a general normative theory of morality
• Non consequentialist (or deontological ) theories those that determine the moral
rightness or wrongness of an action based on the action’s intrinsic features or character
not on its consequences
• Deontological (duty-based) ethics are concerned with what people do, not with the
consequences of their actions.
Do the right thing.
Do it because it's the right thing to do.
Don't do wrong things.
Avoid them because they are wrong

5. Ethical Theories
Consequentialists
Utilitarianism Egoism
Non
Consequentialists
Deontology
( Kant’s ethics)

6. Varieties Of Deontological Ethical Theories
• An ACT DEONTOLOGICAL Ethical Theory is a deontological theory that accords
logical priority to particular moral judgments, rather than to rules or principles.( “Do the
right thing!”)
• A RULE DEONTOLOGICAL Ethical Theory is a deontological theory which accords
logical priority to rules (e.g., "Do not lie"), rather than to particular judgments or to
principles.
• A GENERAL-PRINCIPLE DEONTOLOGICAL Ethical Theory is a deontological
theory that accords logical priority to general principles e.g., the Rawlsian principle that
one ought to be willing to cooperate on fair terms of social cooperation

7. Kant’s Ethics
• Kantian duty-based ethics
• Immanuel Kant (1724-1804) was arguably one of the greatest philosophers
of all time.
• Kant believed that there was a supreme principle of morality, and he
referred to it as The Categorical Imperative.
• A 'categorical imperative' is a rule that is true in all circumstances.

8. Practical Study
Apple Inc
Apple Inc. is an American
multinational technology company
headquartered in Cupertino,
California, that designs, develops,
and sells consumer electronics,
computer software, and online
services. It is considered one of the
Big Four of technology along with
Amazon, Google, and Facebook.

9. Ethical Issue Between Apple & FBI
• Apple was asked by the Federal Judge to help FBI unlock the phone of the
terrorist Syed Farook, who was responsible for shooting down 14 people
dead, for retrieval of sensitive data regarding the terrorist organization.
• Apple phones are one of the safest phones in the world, ten unsuccessful
attempts will erase all the data inside the phone and the encryption used by
the phone is off the top notch.

10. The Ethical Decision taken By Apple Inc.
• Instead of cracking the phone and sharing the data Apple Inc. decided to keep the phone security off
the hands of FBI to prevent the privacy of the people
• According to the deontological theory the rules should be taken as the prime consideration for
deciding actions. Hence the decision taken by Apple Inc. is both ethical and logical. The rules in
society is created for a greater good and in all the instances should be adhered to, and protected.
• The company just stood by the rules and the promises made to the users. The company refused
blatantly when asked to break the codes that were dictated under ‘Federal Information Security
Management Act of 2002’.

11. The Ethical Decision Taken By Apple Inc
• There exists no key to unlock the Apple phones and generating the key and
handing it over to FBI would give extra teeth for snooping on the people
• By not allowing FBI the access codes for Apple phones the company
followed the various standards in IP, security and privacy to protect the
consumer rights

12. Swot Analysis
Strengths
• Apple is one of the most reliable company
• Strong brand image and good customer service
• As a Non consequentialist apple emphasizes on the rights of the customers
Weaknesses
• Lack of marketing and promotions
• High price products
• In compatibility with other software

13. Swot Analysis
Opportunities
• Apple has opportunity to expand its distribution network
• Consistent customer growth
• Apple’s teams are highly qualified professionals
Threats
• Rising labor cost in various countries
• Faces threats from competitors
• Market penetration by other brand

14. Conclusion
• Apple the technological giant who deferred to share the terrorist information
defended itself by presenting the privacy issues of the user. The ethical
analysis was done using ethical theories, the Deontological Theories.
Although the theories deferred in the outcome, the results were striking and
helped us to understand the various consequences arise due to the ethical
buildup of a person or organization.

15. Recommendation
• The ethical theories provides guidance regarding the actions to be taken
when an adverse situation arises, the in depth analysis of the problem and
the identification of correct solution is provided by these theories which
would help in getting the effective and efficient results, so the company
should more focus on the consumer rights by applying the best ethical theory