Apple risks further iPhone 4 brand equity damage
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Apple has attempted to address negative perception of its iPhone 4 handset, as consumer unrest intensifies over the device’s antenna problems.
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The company has faced mounting criticism from analysts and consumers over its handling of the issue, leading to speculation that it will announce a recall.
The news comes a fortnight after Apple announced it would issue a software update to appease angry customers who have experienced problems with their iPhone 4 handsets, and will also refunds to those who have been inconvenienced.
The company says the iPhone 4 has been the most successful product launch in its history, but it has been tarnished by reports of reception problems. Initially, the company told users not to grip the handset in certain ways but research has revealed a display error in the mobile’s programming.
It found the handsets were sometimes displaying 4 bars when they should be displaying as few as 2 bars and says to fix this, it is adopting AT&T’s recently recommended formula for calculating how many bars to display for a given signal strength. This will be issued through a free software update within a few weeks.
Reports of problems with the iPhone 4’s antennae started surfacing shortly after the phone went on sale on 24 June. At that time some users claimed the signal strength fell away and calls were dropped when they gripped the phone on the lower left side.
A number of videos were posted on the video-sharing site YouTube show the extent of the reception issue, adding to the brand damage. Reports suggest that Apple has been deleting comments on its own forums that criticise the handset.
YouGov Insight:
· The majority of UK consumers are unlikely to pay for online newspaper content, with 83% saying they would refuse to pay.
· 60% of UK adults think that it is worth paying for a ‘good newspaper’.
· 1 in 5 YouGov respondents are prepared to forgo paying for newspapers altogether, agreeing with the statement ‘why pay when I can get one for free’.
· Nearly half (44%) of UK consumers prefer paying for a newspaper because ‘the free ones haven’t got as much real content.
· 38% of respondents believe that newspapers are currently too expensive.
Readers' comments (4)
Anonymous | Thu, 15 Jul 2010 12:00 pm
typical apple - can't take the criticism. overpriced products and poor customer service.
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Anonymous | Thu, 15 Jul 2010 12:02 pm
if this was microsoft they would have been absolutely slaughtered. apple keep hiding behind there designs. yes some of the products work very well, but they are more "locked off" than microsoft but people are fooled by the apple hype.
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David Reid | Mon, 19 Jul 2010 9:27 am
I've got an HTC desire and have a Blackberry for work and Apple are right there is a reception issue with these phones. I think that this is just spoiling tactics by the other phone manufacturers to gain support. I have friends who all have iPhone 4's and they havn't had problems with theirs and they can't understand what the problem is. When I complained about my HTC I am still waiting for a response. Way to go Apple I wish the other companies were so quick to respond.
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David Jefferis | Tue, 20 Jul 2010 5:50 pm
I think Apple handled it pretty completely at the press conference.
I haven't experienced particular antenna issues with my 3GS, but wouldn't part with it in any case.
Its comprehensive App customization system means that the iPhone has been the first mobile I've used that I can call a 'work tool'.
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