Apple is under pressure from the Federal Bureau of Investigations and the Justice Department for access to phones belonging to shooters who killed 14 people in San Bernardino, California, late last year.

Tensions are high in this situation. The Justice Department said, "It is unfortunate that Apple continues to refuse to assist the department in obtaining access to the phone of one of the terrorists involved in a major terror attack on U.S. soil."

But Apple and civil liberties organizations argue that this could set a bad precedent against consumer privacy. The company would need to develop new technology that could be used in other situations. In a statement, CEO Tim Cook said, "The government suggests this tool could only be used once, on one phone. But that’s simply not true. Once created, the technique could be used over and over again, on any number of devices."

1) Tim's message to customers. How does he balance logical arguments, emotional appeal, and credibility?