The widely reported celebrity nude photo hacking scandal could have an unexpected casualty: Apple.
Unless the company responds quickly to concerns about iCloud security, and shows public concern for people impacted by the hack, the company risks doing permanent damage to its reputation, say two crisis-management experts.
"This is a big skirmish for Apple and will depend on the next couple of days what they do whether it will turn into a real disaster," said Andrew Gilman, president and chief executive of CommCore Consulting.
Apple's next move is critical for the company's standing among consumers, said Gilman in an interview with CNBC.
"Apple needs to do three or four things. First, show care and concern for the celebrities who have had their phones and data hacked. Second, use any and all social media channels to send out information to their fans. And third, actively investigate," Gilman said.
"This is a big hit today to Apple's reputation, the question is how quickly they can do damage control and whether people use their own social media channels and start throwing away their fabulous iPhones for something else," he said.