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!"
This is wrong on almost every point, except Jobs's idiotic email. Do you seriously, for one second, think that Apple
doesn't have wall to wall PR? But Jobs ignored it or failed to consult on the email.
PR rule 1: Don't get into a fight with the echo chamber. You will just get drowned out;
PR rule 2: Until you have something worth saying stay quiet, even if it feels a bit rough in the short term;
PR rule 3: Once you have something to say, say it with full back up in a controlled room.
Supplementary tactics: since it is quite clearly a product-class issue (and those who deny this are really deluding themselves), bait the competition.
Nokia and RIM have just taken the bait, broken rule 1 and will regret it.
Apple did not play a good hand - and couldn't thanks to Jobs being a bit of a dick initially (he should have just forwarded the email to engineering), but then it played a bad hand very well.
The only real insoluble issue is that Jobs will not allow the term "trade-off" in his lexicon (see Gruber today), even though these are a fact of engineering life. Any reading of stuff by those who
can actually prove they are antenna experts shows that the antenna is not faulty, but a trade-off - high gain, but high sensitivity in edge cases, against lower gain but less sensitivity.
Apple hasn't been caught with a hooker, or screwing Steve Ballmer's wife: it has been targeted by a mob with pitchforks out.