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iPhone 4 recall: what are the alternatives for Apple?

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Posted 15th July 2010 at 10:43am by Joe Minihane

iphone 4 dual

No matter what Apple does, the iPhone 4 antenna story just will not die. Open letters, claims about signal strength and deleting references to critical reports on its own forums have all failed to stop the flow of negative reports about the top-end phone’s issues with dropped calls.

So, now Cupertino has called a press conference for July 16th at 6pm UK time. It has no choice but do so. And it's got no option but to admit that if you hold the bottom left hand corner of the iPhone 4, calls drop out in areas with poor coverage. Apple knows it. You know it too. So what is it going to do about it?

Well, all the talk is of a recall. Partial or complete, this would be a huge undertaking. With upwards of two million units sold, this would not only cause Apple an untold logistical headache, it would also be a PR disaster from which Steve Jobs would have no comeback and would also lead to Apple’s stock suffering even more than it is already. Microsoft has already moved to call this Apple’s ‘Vista moment’.

It seems safe to suggest that while odds on a recall have been slashed to 4/6, such a move won’t happen. So what else can Apple do to stymie the bad press and, in PR parlance, ‘own the story’ when it holds it press conference tomorrow?

There are options, but it all has to start with Apple admitting the truth. For such a singular brand, that’s going to be difficult, especially as Cupertino seemingly doesn’t like to admit that it’s got something wrong.

An apology needs to not only admit that the iPhone 4 has a problem, but also offer a solution. That could be a recall, but more likely is the offer of free bumpers. This was discounted in correspondence from Apple HQ to AppleCare, with top brass saying the helpline will not “appease” customers with the plastic covers.

iphone 4 cases new

The fact is, though, they solve the problem. Giving away these overpriced extras would be seen not only as a sign of goodwill but would surely cost less than asking millions to give over their iPhone 4 with no word on when they’d get it back.

One thing Apple cannot afford to do is ignore the problem or try and brush it under the carpet with PR speak. Jobs, or whoever takes the stage, needs to be frank. It’s not only losing respect, it’s losing money - surely a key factor that agitated shareholders will not appreciate.

Other than a bumper giveaway or a recall, Jobs could offer to swap current iPhone 4 models for new ones that don’t suffer the reception problem. But like a recall, this is a costly process that would haunt Apple for years. The bumper option could easily be spun by saying it makes the iPhone 4 more colourful and more useful. Distasteful it might be, but at least it means you can still tinker with iOS 4 and make phone calls.

It’s only three weeks since the iPhone 4 came out and many punters who’ve pre-ordered are yet to receive their phones. When they do, they’ll likely encounter the issue. Perhaps not all of them, but a significant number. iPhone 4 sales aren’t going to stop, so Apple needs to look lively. Tomorrow’s press conference is a start, but that’s all. Apple needs to take this as a sign that the days of ‘never apologise, never explain’ are well and truly over.

More news on: Business, Apple, iPhone, iPhone 4

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13 Comments

  • Techtotaller, 15th July 2010.

    Isn't it brilliant to Apple grovelling? How the mighty have fallen. I wonder if this is the turning point for the fanboys who might realise that Apple isn't the infallible paragon of tech virtue they all seem to think it is.

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  • Robbie H, 15th July 2010.

    Apple, shmapple, I'm saying. This is basically another win for Android. And Google didn't even have to do anything.

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  • Eddie Havering, 15th July 2010.

    Am I the only person who thinks that a missed call or so really isn't the end of the world? It's only really a problem if you've got a business or something. There's no monetary loss otherwise. You should all get out and get lives maybe.

    Jobs, like Jimmy Saville, will fix it soon enough. So maybe then I'll get some peace from the incessant whining. It's like these people have never bought a new product with problems before. They're clearly not early adopters in the traditional sense.

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  • Jimbo Jones, 15th July 2010.

    A recall? Why should I be without the phone I've paid a not inconsiderable amount of money for. I want a bumper and I want it NOW.

    Apple has traded off the loyalty of fanboys all this time. Not let's have your loyalty rewarded by the company we've supported all these years.

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  • John, 15th July 2010.

    What's the fuss all about ladies? The only time i ever get the 'antenna' issue is if I hold the phone really tightly and if u do that generally, 'you're holding it wrong'!

    Although IF Apple do, do a recall, then ill be hesitant in handing it back in and waiting for a replacement as well. I don't have a backup phone and every other phone sucks!

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  • Dan, 15th July 2010.

    Apparently Android phones can make calls no matter how you hold them.

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  • Stan, 15th July 2010.

    @Dan And? No android phone matches the iPhone (yet)

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  • Catman, 15th July 2010.

    Poor Apple - but they have no one to blame but themselves.

    Introducing a revolutionary antenna design on such a highly anticipated design was a very risky move. But to have not tested it enough to even discover the fault themselves is plain stupid.

    The metal ring around the phone has three gaps in it. Surely ALL of your testing is going to be devoted to how those gaps affect signal, what happens if the user bridges the gaps and so on.

    All I can think is that after that iPhone got lost in the bar Apple put the iPhone 4 on lockdown and it never got the extended, real world testing it needed.

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  • Dan, 15th July 2010.

    @Stan Samsung Galaxy S has a superior screen, decent hardware, and an OS that allows the installation of any software you choose, regardless of the manufacturers approval system...

    Believe it or not the phone market is not the one horse race iphone fan-boys perceive it to be.

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  • Stan, 15th July 2010.

    @Dan In the screenshots I've seen the AMOLED screen, its pretty even between the 2 same with the hardware...

    And I prefer the approval system of Apples. How many Galaxy S's will break becuase they installed some crappy game or system utility that is mean to improve the batteries life by a year in 1 charge then screws it?! Then u'd be wishing you had an iPhone!

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  • Dan, 15th July 2010.

    @Stan If they stick to the android market - none. But if they CHOOSE to install other applications, that's their decision and Android warns users beforehand of the possible consequences.

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  • Stan, 15th July 2010.

    @Dan who really reads the messages anyway? no1! Shouldnt have to have a warning if its approved properly, like Apple do!

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  • Tom, 15th July 2010.

    As an owner of the iPhone 4 since launch day, i hope that there wont be a recall.

    Rarely loose any signal where I am, no dropped calls and don't really want to have to buy an 'accessory' to stop this apparent issue.

    Reply

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