AntennaGate: Apple’s Loss of Signal (A and B)

Author
Retartha, J.
Region
North America
Topic
Strategy & General Management
Length
15 pages
Keywords
complaints
hardware issue
consumer reports
Communications
communications missteps
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

After the successful 2010 launch of Apple’s iPhone 4, complaints of dropped calls and reduced signal began to pour in from major tech blogs. Apple’s initial response was to deny it had a hardware issue. Soon after, Consumer Reports released a review that labeled the device “Not Recommended.” How can Apple address the problem while being forced to backtrack on several communications missteps? 

Learning Outcomes
  1. To highlight the rapid dissemination of product rumors and information in the contemporary digital media landscape, particularly in times of crisis.
  2. To underscore the need for corporations to constantly monitor feedback during a product rollout, and attempt to own the message before the media takes the message out of their hands.
  3. To demonstrate the need for a calculated, measured response from the CEO and other corporate officers when dealing with a large customer base in a way that aligns with the company’s core values and brand identity.
  4. To encourage discussion on the best ways for corporations to identify, isolate, and manage product performance issues before such issues are exposed to mainstream media.