Antenna Gate: Apple’s Loss of Signals

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Antenna Gate: Apple’s Loss of Signals

Contents

Introduction

Background

The Communication problem

Action Plan

Short term and long term solution

Summary:

Bibliography

Antenna Gate: Apple’s Loss of Signal

Introduction

Steve Jobs ought to have been lounging in his late triumph. With the day's profoundly foreseen arrival of the iPhone 4, Apple had taken huge strides send in shrewd -telephone innovation on June 24 2010. In view of preorder information, Apple was hoping to offer very nearly two million telephones in the initial couple of days. Assuming that Merrill Lynch's expectation in March was right, in excess of 55 million phones might be sold worldwide by the end of the year since the first pillion’s discharge almost three years prior. These bargains not just gave Apple a clean benefit through fittings, additionally through the profoundly lucrative selective administration contract with AT&T. for which Apple gains a liberal cut, and expanded business to the iTunes App Store, of which Apple appropriates 30% sovereignty. This case gathers the Antenna Gate and correspondence and communication issue for the Apple iPhone 4. There is much speculation on this issue and the sincerity of the matter. The moment that the phone is solidly held in your grip, dependent upon how you hold the phone; it at last loses marker and drops calls. This simply happens when your hand is hiding a certain spot, the spot being the little opening between two external gathering devices on the outside edge of the new iPhone.

The problem of communication to the customers due to delay in press release was badly handled by Apple. As it needed to acknowledge the problem, do not be defensive, be in the place of the customer and consider the customer more important than the technology.

Background

Apple's great bargains had come in spite of new contenders copying the creative characteristics incorporated with the iPhone that at first made the item so famous. Items, for example, the Motorola Droid had been met with incredible excitement, and had the backing of Google to prepare streamlined programming to advance Internet and versatile application execution. It was consoling to see that deals had remained solid, in no little part because of Apple's eager supporters (Marioni, 2010).

Notwithstanding this triumph, Jobs had motivation to be wary: Several clients had effectively whined of gathering issues because of the telephone's new radio signals design, and a portion of the forte web journals had started to pay heed. Customers reported that the telephone might lose its sign if held in a certain manner. Employments realized that this could emit into an immense issue and that something required to be carried out. Signal issues are surely not another sensation in terms of phones. Coating practically any telephone's interior receiving signals is sure to cause some sign misfortune, as illustrated by Dr. Richard Gaywood, a remote system arranging master from Cardiff University. In his analysis of the iPhone 4, then again, he clarifies that such indicate constriction (or misfortune of indicator) is far more awful for Apple's new gadget, especially when the approaching sign is frail. / Just as holding an AM/FM radio reception apparatus with your uncovered hand will result in the sound quality to drop, holding the stainless steel receiving signals on an iPhone 4 with your exposed hand will result in the call quality to drop, as the conductive nature of human skin regularly causes obstruction (Kralik, 2010).

This issue is intensified further when exposed skin blankets the dark crevice between the reception apparatuses on the phone’s band, as it causes a sort of short out that prompts fundamentally decreased call quality. A well-known hypothesis for how this issue may have become lost despite a general sense of vigilance is that Apple workers who were trying the iPhone needed to utilize it as a part of a plastic case to camouflage it as an iphone3g. Since they were not field-testing the iPhone 4 with their uncovered hands, they might not have encountered the constriction issue.

The Communication problem

Apple’s communication to the customers was a real disappointment due to delay in the press release. Apple could not communicate effectively with its customers regarding the signal dropping and reception issues faced by them. Apple could not handle the situation in fact handling of the problem with the customers was a big problem than the original problem itself, because it was the reason of all the disturbances. When many customers were looking for personal help, Apple responded to a very small number of customers’ calls regarding the reception issue. Apple took the customers very lightly. Apple said the various Savvy makers' items had comparable issues and that this is an issue with all advanced cells not only the iPhone (Costello).

Apple provided less accurate information without proper context which might lead to misleading the customers. Apple responded very slowly to the customer’s issues in the iPhone. One thing that an organization would not like to do is disregard the issue, which is precisely what Apple finished from the get go expressions of the issue. The organization was pointedly censured by the media for, not acting rapidly enough to review or help their client's issues.

Apple considered the customer’s issue very roughly because fromthe Apple’s point of view the antenna issue is very minute problem. Apple did not fully acknowledge the problem as Job said only a few customers complained about the reception issue. Apple got defensive while considering the customers communication problems. Customers were not given importance rather technology was considered important (Kralik, 2010).

Action Plan

There is a need to acknowledge the problem faced by the customers regarding the reception and the dropping of the signal in iPhone 4. Apple should not be defensive while tackling the customer’s issue regarding the signal failure. Apple should be empathetic. It should put itself in the place of the customers. Apple should treat the customers at priority bases than the technology because it is all about the customers not about the technology. Apple should be aware of the key shareholders. What does the Apple owes to its customers? What channel should be selected to address the concerns of the customers regarding the communication problem? How to react to the communication issue?

Short term and long term solution

As we are concerned with the communication problems to the customers due to delay in the press release, so the first solution of this problem is to give importance to the customer more than the technology. Apple should acknowledge the problem faced by the customers regarding the reception and the dropping of the signal in iPhone 4. Apple should not be defensive while tackling the customer’s issue regarding the signal failure. When customers are seeking help regarding the reception issue Apple should provide them better assistance and help them solve their problem. Apple should be empathetic. It should put itself in the place of the customers. Apple should think as the customers think. Apple should treat the problem of the customers as their own problem. Apple should avoid being defensive as it will hurt the feeling of the customer regarding a particular brand such as Apple. Apples should be aware of all the channels through which it can communicate with the customers without any hindrance. Apple should know how to react to the communication issues. Apple should recall the phone instead giving the bumper case or it should provide the bug free phone to its customers (CHEN).

Summary:

With the day's profoundly foreseen arrival of the iPhone 4, Apple had taken huge strides send in shrewd -telephone innovation on June 24 2010. Apple's great bargains had come in spite of new contenders copying the creative characteristics incorporated with the iPhone that at first made the item so famous. It was consoling to see that deals had remained solid, in no little part because of Apple's eager supporters (Marioni, 2010).

Customers reported that the telephone might lose its sign if held in a certain manner. Signal issues are surely not another sensation in terms of phones. / Just as holding an AM/FM radio reception apparatus with your uncovered hand will result in the sound quality to drop, holding the stainless steel receiving signals on an iPhone 4 with your exposed hand will result in the call quality to drop, as the conductive nature of human skin regularly causes obstruction (Kralik, 2010).

Apple’s communication to the customers was a real disappointment due to delay in the press release. Apple could not communicate effectively with its customers regarding the signal dropping and reception issues faced by them. Apple could not handle the situation in fact handling of the problem with the customers was a big problem than the original problem itself, because it was the reason of all the disturbances. When many customers were looking for personal help, Apple responded to a very small number of customers’ calls regarding the reception issue. Apple took the customers very lightly. Apple said the various Savvy makers' items had comparable issues and that this is an issue with all advanced cells not only the iPhone.

Apple provided less accurate information without proper context which might lead to misleading the customers. Apple responded very slowly to the customer’s issues in the iPhone. One thing that an organization would not like to do is disregard the issue, which is precisely what Apple finished from the get go expressions of the issue. Apple considered the customer’s issue very roughly because fromthe Apple’s point of view the antenna issue is very minute problem. Apple did not fully acknowledge the problem as Job said only a few customers complained about the reception issue. Apple got defensive while considering the customers communication problems. Apple should acknowledge the problem faced by the customers regarding the reception and the dropping of the signal in iPhone 4. Apple should not be defensive while tackling the customer’s issue regarding the signal failure. When customers are seeking help regarding the reception issue Apple should provide them better assistance and help them solve their problem. Apple should be empathetic. Apple should think as the customers think. Apple should treat the problem of the customers as their own problem. Apple should avoid being defensive as it will hurt the feeling of the customer regarding a particular brand such as Apple.

Bibliography

CHEN, B. X. (n.d.). Apple’s Answer to Antennagate: Free iPhone 4 Cases. Retrieved from wired: http://www.wired.com/gadgetlab/2010/07/iphone-4/

Costello, S. (n.d.). The iPhone 4 Antenna Problems Explained - and Fixed. Retrieved from ipod.about: http://ipod.about.com/od/iphonetroubleshooting/qt/Iphone-4-Antenna-Problems.htm

Kralik, D. ( 2010, JULY 31). What Startups Can Learn from Apple’s Antennagate. Retrieved from gigaom: http://gigaom.com/2010/07/31/what-startups-can-learn-from-antennagate/

Marioni, S. J. ( 2010, August 18). Do You Still Trust Apple? A Look Back at Antennagate for PR Lessons in Ineffective Crisis Communications. Retrieved from bulldogreporter: http://www.bulldogreporter.com/dailydog/article/do-you-still-trust-apple-look-back-antennagate-pr-lessons-ineffective-crisis-commun

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