Apple's Stand on the iPhone 4 's Antenna: We Love You, Here's a Bumper Case

Apple held a press conference this morning to respond to the perceived outrage over the iPhone 4's new antenna design.  Unless you've been vacationing on a remote island for the past 22 days, you're already well aware of the fact that some people have been experiencing dropped calls if they held the phone a certain way.  Some have gone as far as to call Apple's new product unusable.

The press conference wasn't a recall announcement, the declaration of an upcoming fix, or even an apology.  Instead, Apple used it as an opportunity to put the entire situation in perspective.  I think they achieved that.

Reception Always Degrades When a Phone is Held

Apple showed several slides displaying how phones from other vendors also 'lose bars' when held in the palm of a hand.  According to Apple, the Blackberry Bold 9700, Droid Eris, and Samsung Ominia II  (each using a different type of operating system) have the same antenna problem as the iPhone 4.


 

 

Apple's stand is that it's not the antenna design that's to be blamed, but rather the laws of physics.  The logical question that follows is - why hasn't an antenna problem been the focus of so much (or any) attention before?  

Steve Jobs' answer, while not verifiable, was interesting.   He believes the reason is the 'bull's eye' Apple placed in the lower left corner of the phone.

By having the dual antennas be external and leaving a visible seam where they meet, the phone begged people to hold it where it wasn't suppose to be held.  The fingers are just naturally drawn to the difference in surface texture.  As a result, iPhone 4 owners were more likely to disrupt the antenna reception than those owning other phones. 

Also, since the iPhone 4 shape is radically different in comparison to the 3G or 3GS, only a limited number of case have been available.  Customers are therefore walking out of stores (and using) 'naked' iPhone 4s.  Had more people been able to purchase cases, the weak spot would have been less noticeable. 

What Apple wanted people to take away from this is:

• iPhone 4's antenna problems are not unique
• The antenna issue is a an industry-wide problem
• Despite the flaw, the iPhone 4 is still an amazing device.

Undoubtedly, some would have a hard time classifying the phone as amazing given the above arguments alone. So Apple brought out some data.

Data Shows Users Think the iPhone 4 is Great 

To counter the claims that the phone is 'unusable', Apple shared some interesting data points.

• 0.55% - percentage of iPhone 4 owners who have called Apple Care complaining about receptions issues.  This suggests that you have to go out of your way to experience the antenna problem.  That's pretty convincing.  While the antenna problem is real, it's not a 'practical' one.
• 1.7% - percentage of iPhone 4s returned.  Over 98% of people who bought an iPhone 4 don't want to part with it.  This is even more impressive if you consider that the return rate for the 3GS was 6%
• < 1 - number of additional dropped calls per 100 when compared to previous generation iPhones.  AT&T provided the data here.  Dropped calls are happening, but it's in line with what's always happened. This suggest no new flaw in networks or phones

In my opinion, it's hard to argue with such data.  Despite the you-tube videos and late-night talk show skits, the people who are actually using these phones aren't complaining.

We Love You -- We Mean It

I'm not sure how many times Steve Jobs said 'we love our customers', but it's up there.  Given the popularity of their products -- I think it's true.  Whereas Microsoft loves the enterprise, Apple loves the everyday man and woman.  They understand their needs -- simplicity, usability-- and cater to them.  To prove this declaration of love, everyone with an iPhone 4 can now receive a free bumper case.  If you've already purchased a bumper case, they will refund the cost.  While the presented data shows that this may not really be necessary, it's a nice gesture to further enhance what Apple is all about -- great customer service.

So Why All The Hoopla

The 'bull's-eye' and limited availability of cases may have have contributed to people discovering the problem, and that 'discovery' did drive up negative commentary.  But, according to Steve Jobs, the real reason why people made such a big stink about this had actually nothing to do with phones. It's simple human nature.  We love to see someone on top, shove them hard, and watch them fall.  

If there is one thing from this event that stuck with me the most, it's a question Steve Jobs posed during the Q&A portion of the event. To all the people trying to tear down Apple, he asked:

"... what would you prefer? That we were a Korean company? Or that we, here in America, are leading the world with these products ..." 

In a world where America is under constant attack from others trying to become as influential, whey aren't we more supportive and proud of a U.S. company doing so well?  Why are so many fueled by the desire to watch this company crumble?   It's Apple -- the inventor of the computer as we know it -- and it's our Apple.

Keep up the good work, Apple -- Everyone else, enough with the antenna, already.