If you own an Apple iPhone 4, I give you my condolences. Right now, Apple has you in a consumer death grip. The problem as you know, is that the antennae on the phone causes dropped calls when the user holds the phone a certain way (umm, the way you hold a phone in order to speak). And you know Steve Job’s solution: “Just avoid holding it that way.” Another solution offered has been for you, the consumer, to purchase a case from Apple that prevents the dropped calls. Wow. What a concept. I’ll give you a faulty product so you can purchase more of my products to fix my mistake. Genius I tell ya’. OR, you could use duct tape. Cuh-lassy. OR, Apple could recall a product that they spent more time hyping than researching.
Is it too much to ask for no glitches in a product that millions of people purchased? I don’t think so. When Apple creates hype that is surreal, I expect the same from the product. What do you think, Consumer?
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Makes me wonder what would Tony Hsieh at Zappos do in this situation?
Jen
I love your Blog and I think that you bring up a great point about the consumer hold Apple has. And I agree that Steve Jobs needs to rally Apple to repair the damage that this glitch has caused. And quickly!
But as a contented iPhone 4 owner, I don’t feel that I’m in a Death Grip.
I’ll make a different point about this glitch:
I’m impressed by the way many Apple consumers are actually (relatively) very forgiving about this issue so far.
Which leads to the question:
Why?
First – I think that most iPhone 4 users are early-adopters and true Apple “fans” – they believe what Apple believes and that belief is not going to be destroyed by a glitch (yet!!) Plus – they are still getting an ego boost every time someone asks them to see the new iPhone that they waited six hours to buy a few weeks ago.
Second – I think that many people see their iPhone as a Computer that just happens to make calls. If not, they would own a BlackBerry.
Third – I don’t think that the Apple brand promise is about Reliability. Hey – Apple wouldn’t have teamed with AT&T if it was! I think people buy Apple because they believe that Apple represents cutting-edge cool (which makes me look cool) and because of the elegant design (tagline: “You already know how to use it”) and way cool stuff (I’m hooked on seeing my nephews in England on the video app “Face Time”!)
For sure – Apple better get this glitch fixed before it loses it’s “faithful.”
But I’m more fascinated by the fact that instead of feeling that I’m in a “Death Grip” I’m patiently waiting for Steve’s solution. Perhaps I’m in a small minority here – but I’m still loving my new iPhone.
Because, right now, I still believe in Apple – and I didn’t buy the iPhone for reliability.
Tim
Hi Tim,
Thank you for your thoughtful response. I’ll approach your response on two levels: first, the emotional approach you’ve described, and second, the logical approach.
On an emotional level, it makes sense that you are confident in your decision to purchase the iPhone 4. It meets your need for peace of mind (“makes me look cool”, “hooked on seeing my nephews” and your past experiences with Apple products). In that arena, your argument is quite compelling. From an emotional standpoint, Apple has met your needs and fulfilled it’s promise to you.
On a logical level, I believe you’re argument is lacking. Pure logic suggests that if the product is named a “phone”, it would have the capacity to excel as a phone. And if the product hails itself as cutting edge, it would at minimum also have the capacity to meet basic technological standards. Logically, a product cannot simultaneously be cutting edge and lack basic functioning capabilities. Whether or not people see their phone as a computer is wholly irrelevant. Apple named it iPhone; they have the ownership to fulfill it’s basic identity. Maybe they should have considered the name: iM-not-a-Phone, but iM-really-Cool.
Furthermore, as a consumer and consumer advocate I will NEVER reduce my expectations for reliability. Does a company have to market reliability now? I remember when that just went without saying. It’s like going to a restaurant where the food is scrumptious, but you get food poisoning. Would you later say, “Well, it’s the place to be seen, it’s got the top chef in the country and the waiting list is a mile long…I can’t expect everything.”? Sorry, but that just doesn’t cut it.
I also think that many of Apples’ “believers” are not readily complaining because of basic psychology or buyers’ remorse. After bragging about buying something, who wants to entertain the thought that they bought a lemon? Not me!
People spent their money trusting that Apple had done it’s due diligence in ensuring this product was ready for launch and would live up to it’s hype. I’m calling a foul on this play! Steve Jobs would have done super branding had he simply offered, for free, the case that prevents the problem. Great branding from Apple would have been: You bought an iPhone…We are going to make you even happier…Pick your $30 rubber band and we will give it to you for free. Our mistake, our correction. We are sorry for the rotten Apples.
At this point, too little too late. If I’m writing about it, it’s past the point of no good publicity return. I believe if consumers raise their expectations, giant corporations will live up to them. Turning the other cheek to a corporate giant is the beginning of the end. Expect more. Quality, service, integrity and corporate responsibility depend on it.
Respectfully, Jen
Wow, the arguments on this post certainly go both ways. As a loyal Apple fan who is anxiously waiting for her new iPhone to arrive, the points posted above certainly are nothing that I haven’t heard before. Yes, I’m disappointed that there are these issues with the phone. In my mind, I’m not left handed and according to the Apple site, I shouldn’t have the issues that seem to be primarily focused on left-handed users. I also depend on my phone as somewhat as a mini-computer. So, since the pros outweigh the cons for me, I’m still loyal to Apple.
I do like Kelly’s point – I wonder what Tony Hsieh would do…..
However, the fact that Tim and I have prove the point that ALL businesses need to remember when dealing with customers and products….
Buying decisions are based on emotion and backed up with logic. So Tim and I know that there are issues, but we still feel the way we do and will find any argument that works in our favor to support our decision.
Much like I can justify chocolate cake being a good carb if it was made with whole wheat flour!
Good post and thanks for the healthy discussion.
Hi Kristina,
Thank you for your insightful comments. I hope you do not experience the issues with the iPhone that have been reported and documented. It’s always exciting to receive that new product in the mail and begin testing out all of it’s features and learning what it can do for you!
In regard to your emotion versus logic argument, I find you make the opposite point. You are still making your primary purchasing decision based on emotion, as you described: We know that there are issues, “but we still feel the way we do and will find any argument that works in our favor to support our decision.” That is pure emotion with just a glimmer of logic. Yes, you may find some logical data to support your decision, but as you use in your example of chocolate cake, it’s easy to justify a desire despite facts. There may be more facts that say it might not be the best decision, but if I search long enough I’ll find the ones that support my emotions.
Personally, I do this all of the time! For example: Do I go jogging or have a glass of wine? Well, it is really hot outside, I jogged an extra mile yesterday and I can always add a mile to my run tomorrow. Wine wins! People who say they will start their diet after the holidays are prime examples of the emotion versus logic dilemma. People who overspend on homes, cars or minor purchases also serve as examples.
The most distressing point I find in this particular debate is Apples’ approach to their consumers. Their arrogance has now exceeded their technology. As a consumer, would you take that type of response from any other company? If you were seeing a doctor, and you had a common issue that other patients were having, and your doctor gave you a flippant response, demonstrated no sense of urgency and offered you archaic solutions, would you continue to advocate for that doctor?
Consumers are lowering the bar. This is having a tragic impact on our world. I could cite examples from financial institutions, the medical field, oil companies, monopolies of all sorts. It’s time to take a stand and hold corporations to a higher standard. There are many things in life that I would like to own, that would make my life easier; however, when I find the company producing the product has acted in an unethical manner or dismissed it’s reason for existence (consumers), I get discouraged.
I would love to hear more from your perspective! I’ve used your approach in my own life and wonder about the compelling factor/s that cause emotion to trump logic.
Thank you for continuing the conversation. Cheers, Jen
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