PR Experts: iPhone 4 Hardware Recall Is “Inevitable”

PR Experts: iPhone 4 Hardware Recall Is “Inevitable”

The iPhone 4 "Death Grip" will force Apple to issue a hardware recall, crisis management experts told CultofMac.com.

Apple will be forced to recall the iPhone 4 following Consumer Reports tests proving the “Death Grip” antenna issue is not software related, but a hardware flaw, PR experts 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.”

Crisis communication experts contacted by CultofMac.com, including Chris Lehane, former Clinton White House “Master of Disaster,” agree: the iPhone 4 reception issue presents a Toyota-style PR crisis for Apple, and the company must respond with a more meaningful fix than a software patch.

Apple acknowledged the issue earlier this month but said the problem was caused by the way the iPhone calculates signal strength. The company has promised to issue a software fix shortly. Many critics viewed Apple’s response as spin, which was compounded on Monday by a devastating report from Consumer Reportssaying the reception issue is hardware related.

Toyota has been severely punished for its foot-dragging response to concerns about the safety of the Prius. Toyota recalled about 10 million vehicles worldwide and its reputation has been seriously damaged.

“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.”

Dr. Barton said Apple should quickly issue a statement that either strongly refutes Consumer Reports‘ tests; or admit the issue and detail some kind of hardware fix. Saying the iPhone 4 has a problem calculating signal strength doesn’t cut it, Dr. Barton said.

“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.”

Consumer Reports is a well-respected publication with a long history of being impartial and fair, Dr. Barton noted. “Their advisory is a serious one.” he said.

Dr. Barton is a former professor at Harvard Business School, Penn State, University of Nevada at Las Vegas and Boston College. He was Vice President of Crisis Management at Motorola from 1995 to 1999.

Crisis communications expert Chris Lehane, the “Master of Disaster,” a nickname earned managing bad PR for the Clinton White House, said Apple dug itself into a deep hole with its software fix response, which was obviously rushed.

“It’s the ‘half-loaf’ approach,” he said. “Apple was under tremendous pressure to respond. They pushed out some information that wasn’t really baked.”

Lehane said the statement only raised a red flag for organizations like Consumer Reports to take a close look at the issue.

“They found themselves in a hole, and they dug a deeper hole,” he said.

Lehane contrasted this to Apple’s response to the price drop of the original iPhone back in 2007. Faced with a backlash from early adopters, Steve Jobs quickly published an apology on Apple’s website and issued a refund.

“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.”

To protect its image, Apple will have to recall the iPhone, said Prof. Seeger, who is chair of the Department of Communication at Wayne State University in Detroit.

Prof. Seeger said Apple will likely delay a recall, and may issue a temporary “patch” such as free bumpers. However, a recall is unavoidable to protect the brand, which is more valuable than the cost of a recall, Prof. Seeger said.

“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.”

Apple didn’t respond to requests for comment.

UPDATE: PR expert Rene A. Henry, author of Communicating In A Crisis, also said Apple should issue a hardware recall. “They’ve got a problem and it’s no different from Toyota,” he said by phone this morning (too late to include in the original story). “They’ve got to recall and replace it if they want to protect their image and reputation.”

“It’s going to be expensive,” he added: “At least they are helping BP out. They’re keeping some of the heat off them.”

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    September 2 – French Hermes Cheap Designer Bags Group reported a good performance in the first half of 2011, turnover at constant exchange rates rose 21 percent to 1.305 billion euros, net profit was up 290.9 million euros, compared with growth of 49.5% over the same period last year. In the first half of the advertising is expected to rise to 55.6 million euros, accounting for 23% of turnover.Hermes designer bags outlet  store sales in the first half of the sales of all types of products recorded growth, particularly silk and textiles (up 29 percent to 1.51 billion euros), including fashion, belts, jewelry, gloves, hats and shoes, including clothing and accessories also increased significantly (up 30.5% to 260.9 million euros).But the Hermes Kelly bag known brand, nearly half of their first half performance by the leather and saddlery products (authentic designer handbags , equestrian products, and leather notepad) contributions. Six-month sales rose to 630.1 million euros, compared with 2010 increased by 14.5%. Jewelry and living art supplies sales increased 25.6% to 44.1 million euros. Overall store sales increased 20.4% to 1.086 billion euros, of which more than half of leather products.

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  • cheap shoes online

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  • ll daniel

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    As we know,Coach handbags is one of the most famous and also luxury model of handbags with high quality and exquisite design all over the world.This brand of handbags are usually popular inside the fashion empire not only due to the reasonably proper price, but in addition for its excellent color and style.These kinds of handbag consists of many trendy factors to meet every woman needs.It embodied both strength involving design and operations, and also what else could you request just one Replica designer handbags ?

    All women wants to have a very Fake designer handbags .This label of handbags won’t cost you big money.There are many low-cost this make of handbags which match your way of life and character style.Here you will find the design that you like or otherwise dear instructor online for affordable.

     

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    Of course, it is necessary for fashion ladies to select the suitable item which is fit for their body type. To some extent, a good collocation always makes a statement that can reflect persons’ taste and persons’ characters. And you also need consider that what you are going to use the delicate bags for. Are you going to carry it to any place where you need to take all your important items at your hands? Or perhaps you just need something simple for a reunion or wedding or any special event. In generally, exquisite clutch purses and stylish coin purses is what you need, if you are going to attend the occasions I just mentioned. Then let’s talk about the designer handbags used in our daily life. Some persons may like to carry so many essential things that they need to purchase a large chic leather handbag. Some persons may like to take a few things that they just need to buy small or medium size delicate stylish Fake designer handbags . In other words, trendsetters should choose the bag size according to their daily habits and their body type. They must select an exquisite handbag to meet their demands.

    Today, there are many top designers that produce super quality Wholesale designer handbags . There are many famous brands await for you to choose. Such as designer Louis Vuitton bags, Gucci handbags, fashion Chanel purses. They often use top quality leather and calves leather to make various types to meet persons’ requirements. Manufacturers usually use the soft leather or heavy suede to be quality materials. So all designer handbags have so great quality that they can maintain a lifetime. They provide prestige and fashion to customers. These exquisite accessories work like organizers. There are different compartments in the Replica designer handbags  that can offer special places to fashion lovers to put certain things. Thus, you will have no difficulty in finding the triflings you are looking for.

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About the author

Leander KahneyLeander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple's Greatest Products; Inside Steve’s Brain; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney and Facebook.

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