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ByMaeAnderson The Associated Press NEW YORK The revela- tion that the FBI was able to break into a secured iPhone without Apple's help won't take a bite out of Ap- ple's brand reputation, but consumers will be looking for security improvements soon. The Apple brand has al- ready withstood worse. In 2014, hackers posted nude photos of Jennifer Law- rence and other celebrities after guessing their pass- words and breaking into their Apple iCloud accounts. Beyond security, Apple has faced complaints that the iPhone 6 Plus bent too eas- ily and that the iPhone 4 lost signal strength when users held it a certain way. In each case, Apple's rep- utation recovered — and the company went on to sell 232 million iPhones last year. And on Thursday, crowds formed at some stores as the new iPhone SE went on sale, though the company hasn't released figures. YouGov BrandIndex, which tracks brand per- ceptions, said that the Ap- ple brand has been trending modestly positively since early March and that the FBI dropping the case had no effect on that. And investors haven't shownmuchconcern:Apple's stockhasincreased4percent since the FBI said late Mon- daythatitdidn'tneedhelpto break into the phone. Inves- torshavetypicallybeenmore worriedaboutwhetherApple can maintain its growth as smartphonesalesslowdown. Apple resisted the FBI's demands that it rewrite the iPhone's software to over- ride safeguards against re- peatedly guessing pass- codes. But the FBI now says it didn't need Apple's help after all in breaking into an iPhone used by a San Ber- nardino killer. It was an older model, but has recent iPhone software. Apple is already expected to tighten security even more with its next iPhone software, likely to be an- nounced in June and avail- able in September. But can Apple assure its phones are unbreakable when the FBI won't reveal what technique it used? "They have a window to address the problem, but ... there has to be news soon, with Apple saying 'Here's how the new iPhone is now Fort Knox," said Allen Ad- amson, founder of Brand Simple Consulting. Apple won't comment on specific plans, but says it's constantly working to improve the security of its devices, because it knows hackers are always looking for new vulnerabilities. Ap- ple also says it can deliver software updates quickly because it sends them di- rectly to users. With An- droid, any updates have to wait for phone makers and wireless carriers to approve them. And even if the FBI doesn't disclose the tech- nique it used, it may be- come outmoded as Apple continues updating its se- curity protections. Christopher Lehm- ann, managing director of branding firm Landor in San Francisco, said iPhone buyers will understand that Apple's in a business that's "always about improve- ment, evolving and being agile about how you ap- proach technology." In addition, Apple likely got some kudos from con- sumers for standing its ground against the govern- ment. And Apple benefits from a quick resolution. Scott Galloway, clinical profes- sor of marketing at NYU Stern School of Business, said Apple risked public sentiment turning against the company as people be- came more informed about the case, and particularly if Apple lost. ENCRYPTION CASE Will Apple's FBI tussle ta ke b it e ou t of t he br an d? By Christopher S. Rugaber The Associated Press WASHINGTON U.S. em- ployers shrugged off signs of weak growth and ex- tended their long stretch of steady hiring in March, adding 215,000 jobs. The unemployment rate ticked up — to 5 percent from 4.9 percent in Feb- ruary — but mostly for a good reason: More Ameri- cans came off the sidelines to look for work, though not all found jobs. That is the fifth time in the past six months that the proportion of Ameri- cans working or looking for work has increased, an encouraging trend after that figure fell to four-de- cade lows last year. Many Americans, discouraged by a lack of available jobs, had given on their job hunts since the recession, while others stayed home to take care of family members. Many baby boomers have also been retiring. "This is a vote of confi- dence on the part of work- ers regarding the health of the U.S. economy," said Nariman Behravesh, chief economist at IHS. The data suggests that employers remain confi- dent enough in their busi- ness prospects to add staff, even as overall growth has slowed since last winter. Many analysts estimate that the economy grew at a 1 percent annual rate or below in the first quarter. Continuing job gains indi- cate that employers may see the slowdown as temporary. The proportion of Amer- icans with jobs rose to 59.9 percent, the fifth straight increase and highest level since March 2009 during the depths of the Great Re- cession. Still, that figure re- mains far below its pre-re- cession level of 62.7 percent. Kevin Wilson, CEO of Buzz Franchise Brands, says the growing economy is helping him expand. He plans to add eight more employees to his headquar- ters staff of 22 by the end of this year. The company operates Mosquito Joe, a pest-con- trol provider, and Pool Scouts, which provides pool-cleaning services. Wil- son expects to hire more workers at the existing 113 Mosquito Joe franchises and open 58 new ones. Those steps should create about 450 new jobs. Wilson said both fran- chises are benefiting from retirements by wealthier baby boomers. "With this aging popu- lation, a lot of these home services they are going to want to find people to do it for them," he said. Investors were initially unimpressed by the jobs figures, but stocks picked up in mid-day trading. The Dow Jones industrial aver- age increased 27 points to 17,712. Steady hiring is also contributing to somewhat higher pay. Average hourly wages rose 2.3 percent from a year earlier to $25.43. An- nual wage gains have im- proved since the early years of the recovery, but they are below a peak of 2.6 percent reached in December. Sluggish wage growth has been a weak spot in the economy and a source of frustration for many work- ers since the Great Reces- sion ended in 2009. Pay- checks typically grow at a 3.5 percent pace in a strong economy. That frustration has spilledoverintowidespread demands for a higher min- imum wage. California ap- proved a measure this week to lift its minimum to $15 an hour by 2020, more than double the current federal minimum of $7.25. New York lawmakers have also approved a $15 minimum that will phase in over many years. Heavy hiring by low- wage employers is likely one driver behind the de- mands for greater pay. Re- tailers added 47,700 jobs last month and have cre- ated 358,000 in the past year. Hotels and restau- rants gained 26,000 jobs in March. That hiring has been offset by some higher-pay- ing positions, including in construction, financial ser- vices, and professional and business services, which in- clude engineers, accoun- tants and architects. Manufacturing, hit by slower growth overseas, posted another month of job losses. Mining, which includes the oil and gas drilling sector, also cut jobs. Low oil prices have cost the industry 185,000 jobs since September 2014. With more Americans floodingintotheworkforce, employers likely have more people to choose from when filling jobs. That takes the pressure of them to offer sharply higher wages. EMPLOYMENT Steady hiring spurs more job hu nt s, r at e ri se s to 5 p er ce nt M.SPENCERGREEN—THEASSOCIATEDPRESSFILE Ralph Logan, general manager of Microtrain, le , speaks with James Smith, who is seeking employment during a National Career Fairs job fair in Chicago. SATURDAY, APRIL 2, 2016 REDBLUFFDAILYNEWS.COM | NEWS | 3 B