The press conference for Steve Jobs and Apple helped. If they are lucky, maybe the lawsuit will go away too.

Jobs is correct in that other competitive smart phones have issues. Blackberry is upset about that comment. Some Apple customers had already taken matters into their own hands and used masking tape on the iPhone 4 after purchase to fix the antenna problem.
This doesn’t mean that Apple gets a pass for a defective device. But it does mean that the company used classic corporation crisis management in a shift away from the social media style of “friending” customers by telling them to use tape. Now Apple is offering free iPhone cases and refunds.
Yes, friending customers through p.r. efforts can be duplicitous but appears to be useful. Some of the customers who resorted to using masking tape say they didn’t want to sue Apple just to make lawyers rich.
Journalism helps when there is a wrongdoing. A wrongdoing and a mistake are two different things. Mistakes are bad, but less egregious. As everyone learns to navigate social media there will be mistakes. Classic corporate crisis communications techniques should disclose everything and admit where you have erred.
If companies have abused customer's rights by selling faulty equipment, the laws that protect the Fifth Estate kick in -- hence the developing class action suit against Apple and AT&T, corporate partners for iPhone 4.
As Apple demonstrates, the only remedy is to make the customer whole. Looks like Apple and Steve Jobs learned that lesson.


Salon.com
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