iPhone 4 is facing a lot of trouble and the most prominent one is the antenna issue or the ‘Death Grip’. Since Day 1 many iPhone 4 users have had this issue and YouTube has many videos proving that. Even after this issue was very popular among the media, Apple never gave a proper response. The only response was that it was a software issue! But the recent consumer study has proved that iPhone 4 has issues with its antenna (hardware/design) and hence it cannot be recommended. As a result Apple is now forced to recall iPhone 4.
And according to Dr. Larry Barton, a crisis communication expert, the company has made a big mistake.
Apple needs to put this fire out now. There has to be a military-like response to this issue. And we have not seen this kind of urgency. They are in danger of betraying customers’ trust and hurting the brand, which is infinitely more valuable than any one product.
Another expert in crisis communication who spoke with Cult of Mac, Professor Matthew Seeger, has plainly stated that Apple will recall the iPhone, agreeing that the company’s “brand image” is of paramount importance:
Apple will be forced to do a recall of this product. It’s critically important. The brand image is the most important thing Apple has. This is potentially devastating.
Following Consumer Reports’ recent announcement stating that the site “can’t recommend” the iPhone 4 due to the phone’s infamous antenna issues, several crisis communication experts told Cult of Mac that an iPhone 4 product recall is “inevitable.”
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