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| Experts are suggesting that Apple recalls the iPhone 4, or risk irreparable damage to reputation |
Class action lawsuits, ordering drama, signal issues, and now calls for a recall? Apple is arguably suffering the backlash from hell.
I am a proud owner of an iPhone 3GS (iPhone 3G before switching it out a week after I bought it to get the latest model). While I could've easily purchased another phone for a lot less than my current one, I did for one reason. I bought the iPhone because I knew that Apple only made quality products that would last me a significant while.
While I still believe that to be true, there is no doubt that Apple's sterling reputation for engineering excellence has been tarnished by the widely reported signal issues associated with the latest iteration of the iPhone, iPhone 4.
Despite the multitude of new features, it hasn't prevented people from noticing that, when held a certain way, the cell signal is degraded to almost nothing. Apple has remained relatively mum on the subject, only copping to a software issue, but the issues have now begun to affect the acclaim of the hard-won Apple brand of perfection. This week, Consumer Reports magazine, which offers recommendations on products, has revealed that they wouldn't recommend the iPhone 4 after testing it and confirming the reality of the signal issues. Despite not receiving the recommendation, iPhone 4 still ranked highest amongst all smartphones.
Now, the Cult of Mac blog is suggesting, with commentary from multiple experts in public relations, that the only way to prevent a widespread Apple crisis is to recall the popular phone and fix the hardware, not the software. The experts, including "Master of Disaster" White House consultant Chris Lehane has related the iPhone 4 issues to the recent Toyota recall crisis, where over ten million vehicles were recalled worldwide, sparking government hearings over the matter. They believe that the cost of a recall doesn't overvalue the reputation of the Apple brand, and that a recall is the only way to resolve the issue. Lehane even referred to Apple's response to the furor over their 2007 iPhone price cut. Instead of ignoring disgruntled customers, Apple CEO Steve Jobs offered both an apology and refunds. Lehane was quoted as saying: "Apple must protect its brand image, its crown jewels, at all cost. Apple has enormous consumer loyalty but it depends on whether people believe it’s credible."
I completely agree with the PR experts on this one. If there is no software fix to this issue, then Apple has really no choice but to recall the phones and fix them. People, like me, don't pay up to $500 for phones that can suffer from such terrible signal strength (and that's considering we are dealing with AT&T here). Apple has always prided itself on its customer service and quality product. Well, they clearly gaffed on the latter, so its time to prove they are still the company to beat with the former.
I am a proud owner of an iPhone 3GS (iPhone 3G before switching it out a week after I bought it to get the latest model). While I could've easily purchased another phone for a lot less than my current one, I did for one reason. I bought the iPhone because I knew that Apple only made quality products that would last me a significant while.
While I still believe that to be true, there is no doubt that Apple's sterling reputation for engineering excellence has been tarnished by the widely reported signal issues associated with the latest iteration of the iPhone, iPhone 4.
Despite the multitude of new features, it hasn't prevented people from noticing that, when held a certain way, the cell signal is degraded to almost nothing. Apple has remained relatively mum on the subject, only copping to a software issue, but the issues have now begun to affect the acclaim of the hard-won Apple brand of perfection. This week, Consumer Reports magazine, which offers recommendations on products, has revealed that they wouldn't recommend the iPhone 4 after testing it and confirming the reality of the signal issues. Despite not receiving the recommendation, iPhone 4 still ranked highest amongst all smartphones.
Now, the Cult of Mac blog is suggesting, with commentary from multiple experts in public relations, that the only way to prevent a widespread Apple crisis is to recall the popular phone and fix the hardware, not the software. The experts, including "Master of Disaster" White House consultant Chris Lehane has related the iPhone 4 issues to the recent Toyota recall crisis, where over ten million vehicles were recalled worldwide, sparking government hearings over the matter. They believe that the cost of a recall doesn't overvalue the reputation of the Apple brand, and that a recall is the only way to resolve the issue. Lehane even referred to Apple's response to the furor over their 2007 iPhone price cut. Instead of ignoring disgruntled customers, Apple CEO Steve Jobs offered both an apology and refunds. Lehane was quoted as saying: "Apple must protect its brand image, its crown jewels, at all cost. Apple has enormous consumer loyalty but it depends on whether people believe it’s credible."
I completely agree with the PR experts on this one. If there is no software fix to this issue, then Apple has really no choice but to recall the phones and fix them. People, like me, don't pay up to $500 for phones that can suffer from such terrible signal strength (and that's considering we are dealing with AT&T here). Apple has always prided itself on its customer service and quality product. Well, they clearly gaffed on the latter, so its time to prove they are still the company to beat with the former.
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