Le 5 septembre 2016, 08:24 dans Humeurs • 0
If anyone was unhappy, he said, they could return the phone (the return rate turned out to be 1.7%, less than a third of the return rate for the iPhone 3GS or most other phones) or get a free bumper case from Apple. He went on to report data showing that other mobile phones had similar problems. That was not totally true. Apple’s antenna design made it slightly worse than most other phones, including earlier versions of the iPhone. But it was true that the media frenzy over the iPhone 4’s dropped calls was overblown. “This is blown so out of proportion that it’s incredible,” he said. Instead of being appalled that he didn’t grovel or order a recall, most customers realized that he was right derma21.
The wait list for the phone, which was already sold out, went from two weeks to three. It remained the company’s fastest-selling product ever. The media debate shifted to the issue of whether Jobs was right to assert that other smartphones had the same antenna problems. Even if the answer was no, that was a better story to face than one about whether the iPhone 4 was a defective dud.
“In a bravura demonstration of stonewalling, righteousness, and hurt sincerity, Steve Jobs successfully took to the stage the other day to deny the problem, dismiss the criticism, and spread the blame among other smartphone makers,” Michael Wolff of newser.com wrote. “This is a level of modern marketing, corporate spin, and crisis management about which you can only ask with stupefied incredulity and awe: How do they get away with it? Or, more accurately hk business registration, how does he get away with it?” Wolff attributed it to Jobs’s mesmerizing effect as “the last charismatic individual.” Other CEOs would be offering abject apologies and swallowing massive recalls, but Jobs didn’t have to. “The grim, skeletal appearance, the absolutism, the ecclesiastical bearing, the sense of his relationship with the sacred, really works, and, in this instance, allows him the privilege of magisterially deciding what is meaningful and what is trivial.”
Scott Adams, the creator of the cartoon strip Dilbert, was also incredulous, but far more admiring. He wrote a blog entry a few days later (which Jobs proudly emailed around) that marveled at how Jobs’s “high ground maneuver” was destined to be studied as a new public relations standard. “Apple’s response to the iPhone 4 problem didn’t follow the public relations playbook, because Jobs decided to rewrite the playbook,” Adams wrote. “If you want to know what genius looks like, study Jobs’ words.” By proclaiming up front that phones are not perfect, Jobs changed the context of the argument with an indisputable assertion. “If Jobs had not changed the context from the iPhone 4 to all smartphones in general serviced apartments hong kong, I could make you a hilarious comic strip about a product so poorly made that it won’t work if it comes in contact with a human hand. But as soon as the context is changed to ‘all smartphones have problems,’ the humor opportunity is gone. Nothing kills humor like a general and boring truth.”