Steve Jobs to iPhone 4 Buyers: You're Doing It Wrong

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What do you do when your product doesn't work as well as expected? Blame the buyer. That's what Apple (Nasdaq: AAPL  ) is doing. The Mac maker is telling users suffering reception problems with the just-released iPhone 4 to hold their handsets differently.

Rather than an overloaded AT&T (NYSE: T  ) network, this time the issue is antenna placement. Reception degrades noticeably when users' hands cover the black band located on the lower left of the newest iPhone, media reports say.

So far, Apple isn't treating this as a serious issue. "Just avoid holding [the iPhone] in that way," CEO Steve Jobs told a buyer who reported the problem to him via email.

Engadget published the note, which was sent by a tipster.

Apple's official response to the blogger was no less contrite:

Gripping any mobile phone will result in some attenuation of its antenna performance, with certain places being worse than others depending on the placement of the antennas. This is a fact of life for every wireless phone. If you ever experience this on your iPhone 4, avoid gripping it in the lower left corner in a way that covers both sides of the black strip in the metal band, or simply use one of many available cases. [Emphasis added.]

That last line is the key. I've had my first-generation iPhone for more than two years now and I've never been without a case for it; I'm too afraid of fumbling and destroying it. I know plenty of iPhone owners who harbor similar fears.

Judging solely by my own observations, uncased iPhones are the exception rather than the rule, which means -- technically, at least -- Apple is probably right to downplay the severity of this issue.

But being right isn't what matters in instances like these. Compassion and care are far more important. In being dismissive, Apple is making it easier for users to abandon an otherwise outstanding handset in favor of up-and-coming Android models from Motorola (NYSE: MOT  ) and HTC, among others.

Put another way: Calling your customers dumb isn't likely to get you anywhere, Apple.

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Fool contributor Tim Beyers is a member of the Motley Fool Rule Breakers stock-picking team. He had stock and options positions in Apple at the time of publication. Check out Tim's portfolio holdings and Foolish writings, or connect with him on Twitter as @milehighfool. The Motley Fool owns is also on Twitter as @TheMotleyFool. The Fool's disclosure policy can't remember what happened last night. Uh-oh.

Read/Post Comments (3) | Recommend This Article (14)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On June 25, 2010, at 3:48 PM, kpscott wrote:

    This is going to turn in to a public relations nightmare for AAPL.

    I can see the competitor's ads now - "Hold our any way you want, it'll still work!"

    Hey Apple, pride comes before the fall.

  • Report this Comment On June 25, 2010, at 7:23 PM, jflurett wrote:

    "public relations nightmare...."

    Seriously? You can't be serious.

  • Report this Comment On June 26, 2010, at 6:33 PM, Tonestar wrote:

    this is a huge design flaw by apple and their team of engineers, seeing as the phone doesnt work properly out-of-the-box, they either need to resolve this issue and do a product recall, or provide all new iphones with a free bumper case that they are selling for $29.00 at the moment so that they can be operated properly.

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Tim Beyers

Tim Beyers first began writing for the Fool in 2003. Today, he's an analyst for Motley Fool Rule Breakers and Motley Fool Supernova. At, he covers disruptive ideas in technology and entertainment, though you'll most often find him writing and talking about the business of comics. Find him online at or send email to For more insights, follow Tim on Google+ and Twitter.

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