A very compelling piece of information began to circulate the other day. According to a report in Businessweek, some are crediting an iPhone update for helping to lower crime rates in New York City. As incredible as this idea may seem, there appears to be some concrete evidence supporting the assertion. 5WPR CEO explains…

Every iPhone is now equipped with a feature that allows users to erase their personal information remotely. In other words, if the device is stolen, users can go in and erase any data in the phones. Known as Activation Lock, but described as a “kill switch” the feature is now being credited by none other than New York’s attorney general with doing the all but impossible, lowering crime rates in NYC.

According to a report published in June 2014, New York Attorney General, Eric Schneiderman noted that robberies involving Apple products dropped nearly 20% in the first five months of the year. The Businessweek article goes on to say that grand larceny rates fell 29% in the same time span. According to the Attorney General’s report, because more than half of the grand larcenies in 2013 involved a mobile device, and the vast majority of those devices were Apple products, it is plausible that the iPhone kill switch can take some credit for lowering those crime rates.

Even if this connection is somewhat spurious, the PR Apple can gain from this announcement is definitely worthy of consideration. Think about it – choose Apple and your chances of getting your phone stolen drop dramatically? That’s an amazing claim that, at least for now, appears to have some backing.

Consider, many people steer clear of vehicles that are considered “commonly stolen.” It stands to reason that they would also see this report as a compelling reason to add more perceived value to Apple’s Activation Lock feature. It’s also likely that many other competitors are working feverishly on a similar feature for their own devices. When that happens, Apple will have yet another opportunity for targeted consumer PR.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.