Apple held their long anticipated (2 days) iPhone 4 “antenna problem” conference just moments ago. Opening the conference with a video poking fun at the media for over-hyping the whole thing to begin with. Wait, the media over-hyping something!? NOOOooooo!!! As Steve Jobs emerges to present this morning, he indicates that this will be a brief 15 minute announcement.
With a history of world class customer service, and lately, unprecedented transparency and communication from CEO Steve Jobs on every issue from no Flash support on their mobile devices to this antenna issue. We’ve seen open letters and open emails on every subject. This conference is the latest in what seems to be an emerging culture of openness.
The conference started out by showing how gripping almost any mobile, wireless device in the “wrong way” can cause signal loss. The first example being quite dramatic as they show a RIM Blackberry Bold 9700 dropping from 5 bars down to 1 bar when gripped the wrong way. Other popular smartphone platforms and manufacturers were mentioned, Android, Samsung, etc etc.
Jobs goes on by showing and explaining how the way antenna signals work, that all of these phones, any wireless device, will have this bad grip problem. It’s the laws of physics. Wait! You mean Apple hasn’t innovated enough to the point of defying the laws of physics!?!? I want my money back! He then explains how the iPhone 4 also went through shielded room tests etc.
Support issues…if this is such a big deal, as the media likes to portray, then out of the 3 million devices sold since it’s launch, there must be a ridiculous number of support calls about this problem. Actually, Steve reveals, that only .55% of all iPhone 4 owners have called about this problem. A little over half of one percent. While that’s probably higher than it should be, this is not the epidemic the media and class-action legal teams would have you believe.
Return rates…Wow, the previous generation iPhone 3GS averaged a 6% return rate with AT&T stores. Jobs indicates that this is below industry average. However, with the iPhone 4 and all of its supposed ‘issues’ the return rate is at a mere 1.7%. What’s going on here?
Jobs then goes on to reveal that the iPhone 4 actually does drop calls slightly more than the 3GS, however, it’s only 1 call per 100 more than the 3GS which is an ever so slim difference. He then theorizes, that because the previous generation iPhone 3GS is the same shape as its predecessor the 3G, that people could continue to use their old cases or even go to the store to buy one of many available cases for the existing shape. The case, thus shielding the 3GS from a percentage of dropped calls. Many iPhone 4′s are still ‘naked’ due to the fact that the case manufacturers are still getting the cases out to the retailers with the new form factor products…interesting theory.
And to help us all test his theory, Steve is putting his money where his mouth is and buying everyone a free bumper who buys their iPhone 4 up until September 30th. You’ll be able to apply for the free case late next week at the Apple Store online.
Well, I think this was yet another good communication from Apple. Another successful exercise at openness and transparency. All of the information given was logical and now the media must move on to another topic…oil spill? Haiti? War? Yeah, those are definitely bigger than cell phone reception stories. What do you think?