Mistakes were made, Apple CEO Steve Jobs said - and not just by Apple. Thus began Apple's expected apology over the antenna reception problems that have been plaguing the iPhone 4. In a press conference held Friday morning, Jobs sought to portray the weakness in the iPhone 4's antenna as an issue that affects all mobile phones, the Los Angeles Times wrote. Also, he said, most iPhone users were not reporting serious problems with the handset. But the company's engineers were not infallible, he also admitted. Among the company’s overtures to its clients: Anyone who buys an iPhone 4 before Sept. 30 will receive a free Bumper case, and those who have already bought a case through Apple will receive a refund.
It has been a demoralizing series of weeks for Apple since the release of the device. Consumer Reports declined to recommend the phone because of its problems; talk of recall and what it would cost Apple has been discussed in the media. Worst, its recent successes with the iPad and iAd have been shunted aside as the spotlight remained on the iPhone 4.
Has Apple lost its edge with customers? Not hardly. But this episode has laid bare its weak spots with customer service. For all but the most die-hard Apple fanatics, a graceful apology was likely crucial, TJ Walker, CEO of Media Training Worldwide, told MacNewsWorld. Otherwise, Apple is going to look arrogant, he said. That is something that has historically played in the company's favor, he acknowledged - but that was when its products were seen as flawless. Snubbing consumers gets old very fast, even with devoted fans, he continued. "Do it often enough and you can even alienate your base customers."
There are signs that Apple may have learned its lessons. One of the few major tech companies not to have a presence on social media, Apple SVP of iPhone Software Scott Forstall has now signed up for Twitter and has a "verified account" to show he is indeed the Scott Forstall from Apple, the Apple blog said. Could the account be a new method of damage control for Apple and possibly even help iPhone owners with problems, the blog wonders. It seems logical that the head of iPhone software might be the first official verified account from Apple, it speculates. "Why verify with Twitter unless you are going to speak on behalf of Apple?"
