Cult of Mac did some crack reporting and called around to see what several public relations “experts” to see what they thought Apple’s next move would be regarding the iPhone 4 antenna issues. It seems these experts believe that a recall is “inevitable” considering the growing public outcry over the issue.
“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.
This development comes only a week after Apple issued a press release claiming that the problem wasn’t antenna issue, but was rather an issue with the algorithm used to calculate and display antenna strength. Few seemed to buy that story, and an public outcry has grown since Consumer Reports stated that they cannot recommend the iPhone 4 due to reception issues.
This will certainty be interesting to watch play out. On one hand, if Apple does recall the device, they could potentially tarnish the greatest product launch in the companies history. On the other hand, the same applies but for the opposite reason: Manning up, admitting a fault, and fixing the problem.
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