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A tale of two Apple fans

July 26, 2010 by James Bickers — Editor, Networld Alliance

I've so far resisted the urge to add to the number of electrons spilled over the whole iPhone 4 debacle, but a couple of very different reactions to the company's response have prompted me to write this. For what it represents is a turning point, I think, in the company's relationship with its very passionate customer base.

Background, the "make it quick because I've already seen this story 523 times" version: The new iPhone evidently drops calls if you hold it a certain way. Some people suggest that a recall is the only appropriate action. Steve Jobs' reaction was like a re-telling of that old joke about the guy who goes to the doctor because his arm hurts whenever he bends it a certain way (Punchline: Doctor says "Don't bend it that way"). But a solution is found in the form of bumpers that fix the bug, and the company decides to give them out to affected users at no charge.

What's fascinating about this is how polarizing the solution is among Apple fans. I know a lot of Apple devotees, and one of them sent me this, unsolicited, after the company refunded him the money he spent on a bumper:

I guess it takes a technology company to be savvy enough to pull the following off…really nice and hassle free!

For me, they have taken a challenging situation (phone reception/image problem) and have made me affirmed in why I put my confidence in the first place…they have addressed the problem, acknowledged it, addressed it…all with no hassle from me.

I have learned to expect this kind of commitment to me from apple because for me they don’t fail…they are considering me at every step.

Nice! They couldn't have hoped for a better reaction than that, could they?

But then, on the other hand, you have this, also from a passionate fan of the company:

It's a fundamental crock of (expletive). If my phone were any other device...made by any other company, a full, and complete, recall would be demanded....I lose phone calls because I hold my phone EXACTLY LIKE I'VE ALWAYS HELD MY PHONE... I lose ...calls... the most important, and primary, thing my phone does... that would be like if my brand new car stalled every time I drive down the road with my hands at 10 and 2. 10 and 2 damn it... that's where they're supposed to be...if you are a car company and you make cars that stall with hands at 10 and 2, you recall the (expletive) car... you don't give everyone complementary leather steering wheel covers.

Apple, once the monolithic golden child that could do no wrong by its followers, can now do very wrong by them, and Jobs and co. would do well to refocus on what made them a singular company in the first place: Delighting the customer at every turn, no matter the cost.

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