360DigitalInfluence

Ogilvy Public Relations Worldwide
Paul Sherer

by Paul Sherer
Category: Media, Technology

When Apple users were part of a devoted cult, they were willing to put up with the way Apple does business - never admitting problems (until now), keeping its users in the dark about serious bugs even when its own discussion forums are filled with dozens of people struggling to fix the issues. But the iPhone and the resurgence of the Mac have brought in millions of new customers from the world of Microsoft, and they’re not willing to give Steve Jobs a pass when the technology they depend on fails to work right. They’ve seen this movie before — Microsoft Vista — and it doesn’t have a happy ending.

Apple is having serious quality control problems with the iPhone 4 going well beyond the antennae problem that being discussed at the press conference Apple is holding at this moment. There are at least two severe problems with iOS4, the upgraded operating system that runs the iPhone. Most of the millions of existing iPhone 3G and 3Gs customers will update their OS, as they will be prompted to do automatically, and wish they didn’t.

iOS4 is excruciatingly slow on the iPhone 3G, starting with the several seconds it takes to unlock the phone. Switching between apps can be glacial, to the point where I’m less likely to use the app at all. Users are struggling to figure out how to revert to iOS3 while keeping their data intact.

Worse still, people who own both an iPhone and a Mac – i.e., Apple’s best customers – have had their calendars screwed up by a syncing bug between the iPhone’s Calendar app and Mac’s iCal. If you’re a busy person who depends on these applications to keep track of dozens of upcoming appointments and other important tasks and your calendar stops working reliably, that’s a very, very big problem.

Apple, as always, won’t acknowledge the problems, even on its own forums, and customers are very unhappy (see http://discussions.apple.com/thread.jspa?threadID=2495372 for the calendar problem and http://discussions.apple.com/thread.jspa?messageID=11919484&tstart=0 for the slow performance problem).

My suggestion to Apple? Stop thinking that the rules no longer apply to you, and start being more honest with your customers.

When we work to help clients through a communications crisis, we advise them to stop the slow leak of damaging news and come clean. If your product or the behavior of some employees doesn’t meet the company’s standards, your customers and employees need to hear that from you. Then show you’re doing everything you can to fix the problems – and get them fixed. Otherwise each bit of negative news will trigger a new news cycle built on the story line that this is a company in crisis (see Toyota).

Ogilvy Public Relations Worldwide