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Humility over iPhone 4 issues could go a long way for Apple

Steve Henn Jul 16, 2010
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Humility over iPhone 4 issues could go a long way for Apple

Steve Henn Jul 16, 2010
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TEXT OF STORY

Bill Radke: Apple will break its silence today about the malfunctioning antenna on its new iPhone 4. The company has called a news conference at its Cupertino, Calif. headquarters. Marketplace’s Steve Henn reports.


Steve Henn: When your hottest product has become the target of Letterman’s top 10 list – your PR strategy is out of control.

David Letterman: Apperantly there is something hinky about the new iPhones. There is a problem with the signal sensor, there is a problem with the antenna . . . they don’t like to be held.

Steve Jobs probably isn’t feeling too cuddly either. But Merrie Spaeth who specializes in crisis management says it’s time for Apple to show its’ fan base some love.

Merrie Spaeth: Yeah, the first thing they need to do is not be arrogant. They need to be sympathetic, show that they care, display their vaunted technical expertise.

Spaeth says Apple needs to offer a fix. If Jobs uses this press conference to deny that a problem exists, Apple could get creamed. But a little humility could go a very long way.

In Silicon Valley I’m Steve Henn for Marketplace.

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