Greg's bite: an open letter to Apple
TweetFollow Us on Twitter

Greg's bite: an open letter to Apple

By Greg Mills

No matter how visionary a CEO is, no matter how much testing you do, no matter how elegant the design, real world electronic devices sometimes have unexpected issues.  

Sometimes they are overblown, to be sure. I think this is one of those times. But marketing and public relations must trump being being defensive about a perceived problem that few people really understand. They know what they read. Apple does not need any more reasons, valid or not, for people to pass on an iPhone and buy an Android phone.

Case in point: the iPhone 4. Radio devices with multiple channels that all have to work together are finicky. Most people like their iPhones but really don't have a clue as to how sophisticated the device really is. An iPhone has a 3G radio to attempt communications with AT&Ts network (when a signal is available), a WiFi radio, a Bluetooth radio and a GPS radio. Each radio needs a separate antenna to work at peak efficiency.  

Apple cleverly designed the steel band around the iPhone to provide the required antennas by segmenting the band with insulators between the segments. Having the antenna a set of segmented parts of the band, on the exterior of the iPhone actually is very good for getting and sending the good radio signals. Anything that is electrically conductive or has significant mass will distort or absorb radio waves, which reduces the strength of radio signals. That is why shorting out one antenna segment with another by touching them both with your fingers partly reduces radio propagation energy emanating from the iPhone.  

The answer is simple. Apple designed and launched the multi-colored rubber bumpers we have heard so much about. Steve, customer loyalty and the reputation of Apple is worth so much more than the glorified rubber bands you are selling. Give the rubber bands away, take a small loss on the bumper accessory business and be done with it. The insulation effect of the silicone bumper would prevent fingers from shorting out the antenna segments when "held wrong."

"Held wrong" Gee, get real. Is Apple going to create an advertising campaign that says "The iPhone 4 is great if you just hold it right"? The rubber or silicone bumpers are injection molded and cost almost nothing to make in large volume once the injection mold is made. The profit is immense when you sell the darn things for $30. The lost to the bottom line at Apple, if you gave them away to those who complain would amount to a preverbal "rounding error" (a phrase Ballmer coined to explain the losses in market share Windows Mobile is experiencing).

The longer it takes to come around to the decision to give the bumpers away and post an update to the iOS 4 to correct the signal display error, the worse the bad press and the more lawsuits will be filed. Steve, don't be defensive, give away the bumpers and go on to bigger and greater things. Apple is known for being cool, be cool about this and stop the bad press.

On another front, a class action lawsuit with little chance of success against AT&T and Apple has been certified by a Federal Court. This is related to supposed "contract trickery" in selling two year contracts to the public for the iPhone 1, while having a secret five-year contract with AT&T for an exclusive deal on iPhone. This suit may force the public release of that contract. It would be interesting to read.

If the reports that there was a five-year exclusive beginning January 9, 2007 are true, we have another year and a half before iPhone can be sold through other cell phone companies in the US.  This is assuming the contract has not been renegotiated between the companies and the class action suit doesn't force Apple and AT&T to drop the exclusive.

Imagine Apple "losing" that suit and being legally forced to sell the iPhone to T-Mobile, Verizon, etc. Apple would just hate that, we know. I think that very unlikely, but it's an interesting thought. The probability of the suit being settled or tried in the next 18 months is next to nil. Rocks wear down faster in the rain than Federal lawsuits go through the system.

(Greg Mills is currently a Faux Artist in Kansas City. Formerly a new product R&D man for the paint sundry market, he holds 11 US patents. He's working on a solar energy startup using a patent pending process of turning waste dual pane glass into thermal solar panels used to heat water. Married, with one daughter still at home, Greg writes for intellectual web sites and Mac related issues. See Greg's web sites at http://www.gregmills.info . He can be emailed at gregmills@mac.com)

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

Default Folder X 5.1.6 - Enhances Open a...
Default Folder X attaches a toolbar to the right side of the Open and Save dialogs in any OS X-native application. The toolbar gives you fast access to various folders and commands. You just click on... Read more
Geekbench 4.1.2 - Measure processor and...
Geekbench provides a comprehensive set of benchmarks engineered to quickly and accurately measure processor and memory performance. Designed to make benchmarks easy to run and easy to understand,... Read more
GraphicConverter 10.5 - $39.95
GraphicConverter is an all-purpose image-editing program that can import 200 different graphic-based formats, edit the image, and export it to any of 80 available file formats. The high-end editing... Read more
Dropbox 35.4.20 - Cloud backup and synch...
Dropbox is an application that creates a special Finder folder that automatically syncs online and between your computers. It allows you to both backup files and keep them up-to-date between systems... Read more
XMind 8 Update 4 - Popular mind mapping...
XMind is the most popular mind mapping tool. Millions of people use XMind to clarify thinking, manage complex information, run brainstorming and get work organized. It couldn't be easier to get... Read more
Safari Technology Preview 11.1 - The new...
Safari Technology Preview contains the most recent additions and improvements to WebKit and the latest advances in Safari web technologies. And once installed, you will receive notifications of... Read more
Chromium 61.0.3163.91 - Fast and stable...
Chromium is an open-source browser project that aims to build a safer, faster, and more stable way for all Internet users to experience the web. Version 61.0.3163.91: Release notes were unavailable... Read more
RapidWeaver 7.5.1 - Create template-base...
RapidWeaver is a next-generation Web design application to help you easily create professional-looking Web sites in minutes. No knowledge of complex code is required, RapidWeaver will take care of... Read more
Google Chrome 61.0.3163.91 - Modern and...
Google Chrome is a Web browser by Google, created to be a modern platform for Web pages and applications. It utilizes very fast loading of Web pages and has a V8 engine, which is a custom built... Read more
Quicken 4.6.3 - Complete personal financ...
Quicken makes managing your money easier than ever. Whether paying bills, upgrading from Windows, enjoying more reliable downloads, or getting expert product help, Quicken's new and improved features... Read more

Stormbound: Kingdom Wars guide - how to...
Stormbound: Kingdom Wars is an excellent new RTS turned card battler out now on iOS and Android. Lovers of strategy will get a lot of enjoyment out of Stormbound's chess-like mechanics, and it's cardbased units are perfect for anyone who loves the... | Read more »
The best AR apps and games on iOS right...
iOS 11 has officially launched, and with it comes Apple's ARKit, a helpful framework that makes it easier than ever for developers to create mobile AR experiences. To celebrate the occassion, we're featuring some of the best AR apps and games on... | Read more »
Phoenix Wright: Ace Attorney - Spirit of...
Phoenix Wright: Ace Attorney - Spirit of Justice 1.00.00 Device: iOS Universal Category: Games Price: $.99, Version: 1.00.00 (iTunes) Description: ************************************************※IMPORTANT※・Please read the “When... | Read more »
Kpressor (Utilities)
Kpressor 1.0.0 Device: iOS Universal Category: Utilities Price: $4.99, Version: 1.0.0 (iTunes) Description: The ultimate ZIP compression application for iPhone and iPad. - Full integration of iOS 11 with support for multitasking.-... | Read more »
Find out how you can save £35 and win a...
Nothing raises excitement like a good competition, and we’re thrilled to announce our latest contest. We’ll be sending one lucky reader and a friend to the Summoners War World Arena Championship at Le Comedia in Paris on October 7th. It’s the... | Read more »
Another Lost Phone: Laura's Story...
Another Lost Phone: Laura's Story 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: Another Lost Phone is a game about exploring the social life of a young woman whose phone you have just... | Read more »
The Witness (Games)
The Witness 1.0 Device: iOS Universal Category: Games Price: $9.99, Version: 1.0 (iTunes) Description: You wake up, alone, on a strange island full of puzzles that will challenge and surprise you. You don't remember who you are, and... | Read more »
Egg, Inc. guide - how to build your gold...
Egg, Inc.'s been around for some time now, but don't you believe for one second that this quirky clicker game has gone out of style. The game keeps popping up on Reddit and other community forums thanks to the outlandish gameplay (plus, the... | Read more »
The best deals on the App Store this wee...
Good news, everyone! Your favorite day of the week has arrived at last -- it's discount roundup day! This fine Wednesday evening we're gathering up the hottest deals on the App Store. We've got action platformers, we've got puzzle games, we've got... | Read more »
Morphite (Games)
Morphite 1.08 Device: iOS Universal Category: Games Price: $7.99, Version: 1.08 (iTunes) Description: | Read more »

Price Scanner via MacPrices.net

Apple Refurbished 2017 13-inch MacBook Pros a...
Apple has Certified Refurbished 2017 13″ Touch Bar MacBook Pros in stock today and available for $200-$300 off MSRP. A standard Apple one-year warranty is included with each MacBook, and shipping is... Read more
OWC USB-C Travel Dock with 5 Ports Connectivi...
OWC have announced the new OWC USB-C Travel Dock, the latest addition to their line of connectivity solutions. The USB-C Travel Dock lets you connect its integrated USB-C cable to a Mac or PC laptop... Read more
Pelican Products, Inc. Unveils Cases For All...
Pelican Products, Inc. has announced the launch of its full line of cases including Voyager, Adventurer, Protector, Ambassador, Interceptor (for the Apple iPhone 8 and 8 Plus backwards compatible... Read more
$100 off new 2017 13-inch MacBook Airs
B&H Photo has 2017 13″ MacBook Airs on sale today for $100 off MSRP including free shipping. B&H charges NY & NJ sales tax only: – 13″ 1.8GHz/128GB MacBook Air (MQD32LL/A): $899, $100 off... Read more
Apple restocks Certified Refurbished 13-inch...
Apple has Certified Refurbished 2015 13″ MacBook Airs available starting at $719 and 2016 models available starting at $809. An Apple one-year warranty is included with each MacBook, and shipping is... Read more
Is iPhone X Really The Future Of The Smartpho...
Should iPhone X even be called a telephone? It does of course support telephony and texting, but its main feature set is oriented to other things. It is also debatable whether it makes any rational... Read more
OtterBox Announces Full Case Lineup for iPhon...
Apple revolutionized the smartphone industry 10 years ago with the original iPhone, and OtterBox has set the standard of protection from the very beginning by protecting every generation of iPhone.... Read more
LifeProof Introduces What’s NEXT Cases for iP...
LifeProof built its reputation on sleek, ultra-protective iPhone cases. From 360-degree coverage to the first screenless waterproof case, the protection pioneer has always pushed the limits.... Read more
Apple Refurbished 2016 15-inch MacBook Pros a...
Apple has Certified Refurbished 2016 15″ Touch Bar MacBook Pros available starting at $1949. An Apple one-year warranty is included with each model, and shipping is free: – 15″ 2.7GHz Touch Bar Space... Read more
Wednesday deal: 15-inch MacBook Pros for up t...
B&H Photo has 2017 15″ MacBook Pros on sale for $150-$200 off MSRP. Shipping is free, and B&H charges sales tax in NY & NJ only: – 15″ 2.8GHz MacBook Pro Space Gray: $2199, $200 off MSRP... Read more

Jobs Board

Development Operations and Site Reliability E...
Development Operations and Site Reliability Engineer, Apple Payment Gateway Job Number: 57572631 Santa Clara Valley, California, United States Posted: Jul. 27, 2017 Read more
Full time *Apple* Hardware Tech needed - ma...
…high level of attention to detail Ethics, integrity and trust Be a geek & Previous Apple experience a must. Previous Apple Retail or other Apple Specialist Read more
Development Operations and Site Reliability E...
Development Operations and Site Reliability Engineer, Apple Payment Gateway Job Number: 57572631 Santa Clara Valley, California, United States Posted: Jul. 27, 2017 Read more
*Apple* Store - Technical Specialist - Apple...
…customers purchase our products, you're the one who helps them get more out of their new Apple technology. Your day in the Apple Store is filled with a range of Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.