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Apple Adds More To iPhone 4
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iPhone 4 is marked as one of the most coolest creations by Apple. This latest addition
to the Apple family comes with video call features, front-facing camera, new industrial
design, retina display, highest resolution phone screen and more. Apple is a brand known
to satisfy its customers’ needs and iPhone 4 is another trademark product that was made
to benefit all.
With these impressive additional features, it promises
good deliverance and judging by its capabilities, iPhone 4 puts Apple in the front line.
Apple sold 1.5 million iPhone 4 on its first day of launch, affirming that this new model
has created a new cutting-edge era.
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Antennagate Issue |
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Though iPhone 4 was and still is the coolest of the lot, it has recently
been plagued with an antenna issue. Dubbed Antennagate, users wanted
clarifications on why the coverage bar drops when holding the lower
left-hand corner of the iPhone 4. The issue created negative publicity
for Apple and the media capitalised on it, denting the brand image that
Apple has spent so many years to carefully build for the innovative
product. Nevertheless, Apple retained its cool and managed to pull itself
back up with clarifications and solutions on the issue that satisfied the
users. However, some PR practitioners
feel that users were more shocked than anything else as it was unexpected
from a brand like Apple. |
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Preserving Apple’s Brand Image |
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Apple took steps to preserve its brand image by issuing an official
statement and holding a press conference to let their loyal customers
know that the issue can be resolved. Apple CEO, Steve Jobs consistently
stated gripping the phone in a particular way will affect performance,
and offered ‘bumpers’ for free to users. Bumpers aided in receiving the
coverage better. During the Antennagate crisis, Jobs received 5,000 emails
saying that the iPhone 4 works fine. Jobs said phones are not perfect and
that he will leave it to customers to decide what they want to do with iPhone 4.
Statistics showed that just 0.55% of iPhone 4 owners called AppleCare to
complain about the antenna and only 1.7% of those who bought the phone have returned it. |
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Though Apple took
around two weeks to properly respond to the Antennagate issue, they
have been announcing the solution for the problem faced by millions who bought
the iPhone 4 through online reviews and news. With a reputable brand image, even with the current
iPhone 4 crisis, Apple remained strong and is now moving on to build even better
brand image. The fast and effective crisis management has certainly helped to shape
consumers’ minds about the brand image of iPhone.
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The Preferred Brand of Apple |
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The crucial steps Apple has taken helped to secure its brand image and brand
association with customers. With an ever lovable brand personality, iPhone 4 managed
to sell 3 million units in the first three weeks of the Antennagate issue. It goes to show
that iPhone 4 users still prefer the phone as Apple has been well branded and always
wanted in the market. |
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