August 10, 2022
PR Experts Say Apple Will Be Forced to Issue an iPhone 4 Recall

PR Experts Say Apple Will Be Forced to Issue an iPhone 4 Recall

Posted July 13, 2010 at 2:28pm by iClarified · 12192 views
PR Experts say Apple will be forced to issue an iPhone 4 recall over reception problems that occur when touching a spot on the lower left of the device.

CultofMac contacted several experts in the field of public relations who had this to say:

“Apple will be forced to do a recall of this product,” said Professor Matthew Seeger, an expert in crisis communication. “It’s critically important. The brand image is the most important thing Apple has. This is potentially devastating.”

“Apple needs to put this fire out now,” said Dr. Larry Barton, a leading expert in crisis management and author of Crisis Leadership Now. “There has to be a military-like response to this issue. And we have not seen this kind of urgency. Their response has been lackluster,” he said. “It’s been borderline irresponsible. They are in danger of betraying customers’ trust and hurting the brand, which is infinitely more valuable than any one product.”

“It’s the ‘half-loaf’ approach,” says Chris Lehane, who was a PR manager for the Clinton Administration. “Apple was under tremendous pressure to respond. They pushed out some information that wasn’t really baked. They found themselves in a hole, and they dug a deeper hole,” he said. “You acknowledge it; you address it; you deal with it,” Lehane said. “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.”

Prof. Seeger, who is chair of the Department of Communication at Wayne State University in Detroit thinks Apple will likely delay a recall, and may issue a temporary “patch” such as free bumpers. However, a recall is unavoidable. “Apple lives and dies by its reputation,” he said. “We pay a premium for its products. We expect them to operate on a premium level. It’s very unfortunate, but they will have no choice but to mount a recall.”

The pressure on Apple to respond in an appropriate manner has increased today after Consumer Reports independently verified a hardware problem and would not recommend the device.

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PR Experts Say Apple Will Be Forced to Issue an iPhone 4 Recall
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Digihead - July 14, 2010 at 5:28am
I have 16gb 4 sim free in uk. When I'm touching that "problem spot" even with palm, it drops couple bars but if I continuing to hold it like that bars are coming back! I'm commuting daily by train 2 hours a day and I'm using iPhone all that time to browse net and making calls so I can compare. So far I can tell - definitely better coverage than on my 3GS.
Geoff L
Geoff L - July 14, 2010 at 5:09am
Hmmm... I have a US locked iPhone 4 in New Zealand (expensive to use it here, but worth it) and if I try really hard I can get a bar or two to drop. I've never had a call drop either here or in the US, though! My experience so far is that the benefits of 4 over 3GS far outweigh the costs. Daylight second for me!
David from s'pore
David from s'pore - July 13, 2010 at 8:26pm
I m a long time fan of apple. Recentely purchase iphone 4 from us. Lotta problem, m really turn off & sold iphone 4 at half price. It's not worth carrying hardware problem. Apple brand thumbs down.
Mbowz - July 13, 2010 at 6:41pm
Who are these "experts"? I think a product recall is completely ridiculous and would highly doubt it will happen. But I'm just a peasant.
Stuart - July 13, 2010 at 6:14pm
iPhone 4 user on o2 in the Uk and no problems here! Covered antenna like you tube videos and didn't even loose one bar! Maybe a problem with AT&T in the us. Don't see many complaints from general iPhone 4 user just a lot of critics who always like to moan. Don't be put off buying if u have the cash from someone that never listens to critics, hey best films are the ones that get bad reviews lol From my iPhone 4
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