Yeah, you know... Steve said something to the effect of "we could have a wall of PR people". Well, maybe they should think about it after this.
A PR consultant would've given him some useful advice. First, stop writing arrogant emails that only serve to tick everyone off. Second, come clean. It worked for Hugh Grant when he was caught with a hooker in a car. It worked for Letterman after he banged every Late Show intern for the last 30 years. When you come clean everyone's completely stumped and the bandwagon stops dead in its tracks.
Steve could've said "Yes, it's true. The iPhone 4 antennas can be bridged and we were aware of it. But it was all in an effort to make the iPhone thin and sexy. Sorry for not putting a warning label on the phones, we'll fix that. Meanwhile, free cases for everyone, or a full refund."
Instead he came out looking like Baghdad Bob, playing the victim card and offering cherry-picked statistics, denials and attempts to drag a bunch of other manufacturers with him in the fall. He could've pixelated the logos and UI graphics and kept the phones nameless, everyone would've figured it out anyway by studying the shapes but it would've at least conveyed an effort to take sole responsibility for the iPhone 4's shortcomings. Apple really needs to stop mentioning their enemies and their products by name, I don't care if it's Google or Adobe or Nokia or Microsoft. It's cheap and petty and beneath Apple.
Another cheap thing he does that's extremely annoying is the way he juxtaposes numbers with insane imaginary numbers to make the real numbers look good. "So how many users have this problem? 50%? 40%? No... only 0.55%". Where have I heard that before? Infomercials! The cheapest and most depraved marketing communication of all. "How much do you think the Super Ab-Flex Trainer costs? $500? $400? $300, surely? No, it's yours for only $99.99!"