“We’re not perfect” admitted teflon Steve as he began last Friday’s much anticipated press conference with a bid to disarm the more vociferous of his detractors.
All day, week and month long, commentators had speculated about what would happen post “antenna-gate”. Would there be a product recall? Would there be a refund? Perhaps an upgrade?
For anyone living on another planet, one that perhaps is not quite as obsessed with the latest gadgets to emerge blinking into the Californian sunshine from Apple’s seemingly bottomless pit of shiny delights, here’s a quick summary:
iPhone 4 launched to much fanfare. Seems iPhone 4 has some reception issues when held in a certain grip, or “death grip” as it later became known. Jobs emerges to point out in typically blunt/arrogant fashion that people are pretty much holding it wrong. Leeks emerge in press that apple had been warned about this. Public outcry as reported by some press. Minor mutterings in reality. Press conference with Apple’s Steve Jobs convened.
The problem with Apple, as with so many public figures and businesses that court the limelight, is that it is so beloved by so many, partly because of the “magical” aura they have built up but it does lack a certain humility. When it does stumble, there will be plenty around to kick it when it tries to rise.
So, some humility was necessary and perhaps expected from Steve Jobs. It seemed it might be forthcoming when the press conference was called and his opening line augured well. He didn’t exactly hide the fact that there were some issues with reception but he said that was common with all smartphones. Jobs then quickly went on the attack, citing competitors’ problems and displaying them on the screens for all to see and picking through the arguments with great skill and a measure of audacity. He was in control and he was taking the fight to them media. By admitting certain facts and giving his own version of events he was trying to avoid the onslaught from the floor.
He then promised to issue free “bumpers” which will, he promised, solve this somewhat trivial problem. How trivial? Well, a phone that struggles to phone people is a pretty major flaw in my opinion but this isn’t just a phone (I’m told – I’m not a huge fan of gadgets myself) it is so much more. It is that brand and that perception that Apple thrives on and that has allowed it to swat away this issue without too much collateral damage. For now.
Now, finally, according to Steve, nobody’s perfect. He’d do well to remember that.
The Press For Attention Prescription
The notion that Jobs was going to stand there, hands out in apology and issue a product recall was ridiculous. There was no danger of death or safety issues with the phone. A recall was a total none-starter. So, why spring the conference anyway? Well, Jobs managed to prick a few balloons with his dissection of the data and customer feedback and then he managed to launch into a thinly veiled attack on his competitors.Finally he gave the impression that Apple wanted to look after its customers because they “loved” them. Shudder!
Not total victory but not a bad day’s work. One word of caution though to Steve, there’s only so much goodwill in the world and even less in the press. The next time this happens it will be a lot harder to gloss over. A proper crisis communications plan, launched immediately is essential. Take the hit, staunch the wound, survey the damage and then set about cleaning things up. Next time there may be more bullets flying past your ears to dodge from a press that has fallen just a tiny bit out of love with you.