Friends, I offer you a guest post. Its author - Kirill Leonov, the Russian PR-plier with a focus on IT, as well as the Mac user with three years. The article is devoted epplovskomu PR during antennageyta. It seemed interesting, I think you also read with pleasure. I recommend Twitter author: @halbien
We have all heard the story of the nasty antenna iPhone 4G. As related rumors, fanned as Apple fans and direct competitors of the company. Actually, I once again repeat this is not going to.
I would like to tell about the specifics of Apple c public relations and mass media in connection with this situation. Despite the large number of fans in Cupertino to remain silent, here they were forced to respond. Here and discuss how effectively they got it ...
In fact, this article I suggest you look at this story from a different steeple. That look, and not take my point of view on all this.
A little history
The first rumors about a problem with the antenna appeared on the Internet a week after the iPhone 4G release. The Company from time to time did not react to it. A new round of scandal was a remarkable correspondence Apple users with CEO Steve Jobs 24 and 28 June, which was described in detail in many blogs (for example,
here). From July 2, Apple has officially stated: "We have found the causes of the sharp fall in the level of the signal on the scale, and it was simple and unexpected... During our investigation, we found that the level ratio calculation formula of the signal with the number of displayed divisions absolute scale wrong. "July 16 Apple Cobiralas press conference, entirely devoted to the problem with the antenna iPhone 4G. Great detail describe her edition Unwiredview.
The result of the press conference were two events: first, unhappy promised free linings, bumpers on the phone, and the second - followed by retaliatory Apple-performance competitors whose phones were used by Jobs to demonstrate the same problem with the signal at a certain position in the tube hand.
Strong grudge held her RIM (BlackBerry) - founders of the company noted that the attempt to drag Apple BlackBerry into their own problems is unacceptable. They pointed out that Apple mislead consumers, attributing the defect associated with the iPhone 4 antenna, the devices of its competitors. Nokia has said that the problem of know, it take into account and try to avoid major inconvenience for users. HTC representatives, as far as I know, refrained from official statements, noting that in the example given in the phone complaining about twice as often as on the iPhone 4. The Samsung and all said that they had no such problems.
By that time (that is, in fact, three weeks), according to Apple, it has sold three million units. At the same time, according to Steve Jobs, the dumping complained calls only 0.55 per cent of buyers.
A few days before the press conference was another important event that is difficult to put into the overall fabric. Consumer Reports magazine issued a scathing review of the iPhone 4G, confirming (article and video on link) There is a problem.
In August, the company left Mark Peypermaster, Apple's senior vice president in charge of the hardware of the iPhone and iPod.
Some statistics
iPhone 4G sales in the III quarter of fiscal increased by 61% compared to the same period last year, when the company promoted the 3G model. However, in April - July 2010 smart phone market in the US grew by 41% compared to the same period last year.
The results of the II quarter of the calendar were sad enough for Apple: iPhone (3GS was still in modification) has been supplanted on the third place (21.7%) devices on the Android platform. Perhaps that is what prompted Apple to release the iPhone 4G so early.
Today, analysts at Piper Jaffray predict iPhone 4 sales decline by as much as 20%, explaining that antennageytom and the inability to connect to a mobile operator Verizon.
PR-bit component
First of all, about PR. As usual, the US and Russia is absolutely different things. For the commercial sector in the US PR - a necessary evil. Evil, because formally it can not completely meet the interests of the company. If understood by them only the financial component of the here and now. However, he says the company's image, the added value, which of course we can not take into account. PR for US companies - find a compromise between the company and consumers. In other words, the opportunity to admit their mistakes and do it before, when you were hurt "hit reinforcement" in the next blog, and then gather a huge crowd of supporters, which will constantly engage in dissent with the overall corporate strategy. This, by the way, the difference between PR and marketing, with which it is constantly mixed in Russia.
But back to the main topic. Apple's, of course, not in Russia (which is a pity), but some methods of dealing with the public and the media companies desperately "smell" the post-Soviet habits. The reason, in my view, is simple. However, this does not become easier. It lies in the fact that the best PR-plier Apple... - Steve Jobs himself. Which, at the same time, forced, as you know, deal with many other issues in the company.
Despite the genius of this man, I absolutely refuse to believe that he there is a personality disorder that makes it easy to share the interests of the company and the general public. And the problem is just that. Steve had a hard compromise.
Yes, there are exceptions. For example, you can only imagine what torture it was worth perfectionist during a press conference July 16 to utter words such as "we are not perfect. Phones are not perfect... ". But actually it does not change. Apple reaction during development Antennageyta was slow and confused. Unfortunately.
A week after rumors about a problem with the iPhone 4G, the company said that in fact the antenna is right, but the problem lies in the software. At that time, Apple experts blamed throughout formula for calculating the signal power, due to which allegedly incorrectly show up on the corresponding display division. Error then indeed found. The day before the Apple press conference proposed a new formula and new firmware for iPhone 4G and several other iPhone models. Some users have noticed improvement, but the problem with the deterioration of the reception at the closing of the hand space between the two parts of the antenna are not lost its relevance. It was quite a serious blow to the image of the company.
In addition to that, Steve spoke in detail about the "similar" the shortcomings of competitive devices. I will not consider it ethically. However thus, CEO Apple unleashed the hands of competitors advance to admit defeat in the media. Because the media have always been known for their hypocrisy. Especially American publications and TV channels. In response, Apple's competitors c joy Antennageyt began to use in its advertising. This is an obvious risk of an image, which is not considered to Apple.

It's mistakes. However Antennageyt, strange as it may sound, has led to positive changes in the PR'e Apple.
First of all, the company publicly acknowledged the problem (not calling at the same time it clearly), which for the first time in its history devoted a full press conference. It was an obvious step to users, bloggers and journalists, the desire to engage in dialogue with all perfectionism Apple.
Ironically, toward the doubters users kind of went and Steve Jobs himself, as I have already mentioned. A month has passed since remembered for e-mail correspondence, he significantly changed his approach to the problem. If the first response by e-mail might seem frivolous, then a few weeks later, Steve talked about the issue with the utmost seriousness. Which, incidentally, had an impact on the openness of the company.
Few in Russia heard about it, but after the official part of the press conference on July 16 journalists were allowed to visit the lab Apple antennas. This was an unprecedented event for the Cupertino, famous for its closeness, as a very detailed account of the famous American journalist Tim Bazharin. He noted that they were given to examine eight of 16 special anechoic chamber, used to test the accuracy of the antennas. This move proved to be very competent - the main message, which Apple sent through the public media was: "In fact, we have made a breakthrough in the design of antennas." That, according to Bazharin, confirmed by other well-known manufacturers.
Actually, as I said, PR by Apple remains highly controversial. There is still a lot of shortcomings, which, of course, was for me at one time opening. However, with all this, Apple with Steve trying to change. God forbid, that these exceptions has grown something more.