Here we score Apple’s response to the issue of the iphone 4 losing reception, given at the press conference in California a few minutes ago:
1. Steve Jobs there in person – 10/10
2. “It’s not like we’ve had our heads in the sand…” Hmm, too defensive – 2/10
3. Comparing issue with other named smart phones. Dragging others down with you? – 2/10
4. Giving statistics to show true level of issues: 0.55% of all users have called with issues; return rates below iphone3 which is below industry average for smartphone; drops one more call in 100 over 3GS. Some good context-giving stats – 8/10
5. “But that’s still too much” Good to see accountability – 10/10
6. And here’s the nub – the fix for the signal meter bars and free cases to reduce intereference with a refund to those who have already bought one. Not only that – there will be a choice of cases and they will be sent out, and anyone not completely happy will get unequicoval refund. Nice one – 10/10
Summary – mostly good response. Excellent use of general smart phone data. Mistake to drag other individual brands into this. Good accountability, and excellent response action, if a little late. Finished up talking about other new developments and successfully diverted on to a positive.
Well done Apple.
In hindsight, point 3 looks generously rated; every mobile manufacturer came straight back at Apple, and it’s keeping the story rumbling on.
But given there’s no stand-out competitor to pick up the pieces, and that iPads are flying off the shelves faster than Apple can sell them, does it matter?
I think that while the issue was poorly handled, the way the presss conference was managed plus the brand strength means this has caused little damage, as you point out. Like Toyota, one knock on an amazing brand does little harm but repeated issues will. If we get another issue emerge it will be interesting to see whether Apple changes its response – pays more attention from the outset and exhibits less controlling behaviour…?
This is just sad for apple. I think it is really cheap to say that your rivals have the same problems. They should admit the problems and improve the iphone immediately, so it will truly be the best smartphone ever. Otherwise I guess I won’t buy an iphone4 anytime soon.