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)

 
AAPL
$99.18
Apple Inc.
+0.00
MSFT
$45.90
Microsoft Corpora
+0.00
GOOG
$568.27
Google Inc.
+0.00

MacTech Search:
Community Search:

Software Updates via MacUpdate

Cocktail Family License (5 Macs) 7.6.1 -...
Cocktail is a general purpose utility for OS X that lets you clean, repair and optimize your Mac. It is a powerful digital toolset that helps hundreds of thousands of Mac users around the world get... Read more
Cocktail 8.0 Beta 2 - General maintenanc...
Cocktail is a general purpose utility for OS X that lets you clean, repair and optimize your Mac. It is a powerful digital toolset that helps hundreds of thousands of Mac users around the world get... Read more
QuickBooks 2015 16.0.0.1352 R1 - Financi...
QuickBooks 2015 helps you manage your business easily and efficiently. Organize your finances all in one place, track money going in and out of your business, and spot areas where you can save.... Read more
Mac DVDRipper Pro 5.0.1 - Copy, backup,...
Mac DVDRipper Pro is the DVD backup solution that lets you protect your DVDs from scratches, save your batteries by reading your movies from your hard disk, manage your collection with just a few... Read more
Apple OS X bash Update 1.0 - Fix for sec...
The OS X bash Update fixes a security flaw in the bash UNIX shell on OS X 10.9.5 (also on OS X 10.8 and 10.7 [see Related Links below]). OS X 10.9.5 or later Downloads for OS X 10.8 and OS X 10.7 in... Read more
SyncTwoFolders 2.0.5 - Syncs two user-sp...
SyncTwoFolders simply synchronizes two folders. It supports synchronization across mounted network drives and it is a possibility to run a simulation showing in a log what will be done. Please visit... Read more
FinderPop 2.5.7 - Classic Mac utility, n...
FinderPop is a Universal preference pane that extends OS X's contextual menus using a FinderPop Items folder much as the Apple Menu Items folder used to do for the Apple menu. It has other features... Read more
VueScan 9.4.45 - Scanner software with a...
VueScan is a scanning program that works with most high-quality flatbed and film scanners to produce scans that have excellent color fidelity and color balance. VueScan is easy to use, and has... Read more
LibreOffice 4.3.2.2 - Free Open Source o...
LibreOffice is an office suite (word processor, spreadsheet, presentations, drawing tool) compatible with other major office suites. The Document Foundation is coordinating development and... Read more
calibre 2.4 - Complete e-library managem...
Calibre is a complete e-book library manager. Organize your collection, convert your books to multiple formats, and sync with all of your devices. Let Calibre be your multi-tasking digital... Read more

Latest Forum Discussions

See All

The Maze Runner Review
The Maze Runner Review By Lee Hamlet on October 2nd, 2014 Our Rating: :: A NICE CHANGE OF PACEUniversal App - Designed for iPhone and iPad The Maze Runner is a surprisingly enjoyable movie tie-in that will succeed in keeping... | Read more »
RPG Soul of Deva (Games)
RPG Soul of Deva 1.0.0 Device: iOS Universal Category: Games Price: $3.99, Version: 1.0.0 (iTunes) Description: SPECIAL PRICE56% OFF(USD 8.99 -> USD 3.99)!!! Demons attack humans, and humans live in fear of them...Set off on a... | Read more »
Banner Saga (Games)
Banner Saga 1.0.17 Device: iOS Universal Category: Games Price: $9.99, Version: 1.0.17 (iTunes) Description: NOTE: The Banner Saga does NOT run on iPhone 4. iPhone 4S and more modern devices recommended. | Read more »
Beatbuddy HD (Games)
Beatbuddy HD 1.0.2 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.2 (iTunes) Description: **IMPORTANT** Beatbuddy runs only on iPhone 6, 6 Plus, 5, 5c, 5s, iPad 4, iPad Mini Retina and iPad Air. | Read more »
Spirits of Spring (Games)
Spirits of Spring 1.0.1 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.1 (iTunes) Description: From the creators of the award-winning empathy game, Papo & Yo, comes a tale about finding strength. | Read more »
I am a brave knight (Games)
I am a brave knight 1.0 Device: iOS Universal Category: Games Price: $.99, Version: 1.0 (iTunes) Description: Do you have ten minutes to live a life? | Read more »
iKeywi - Customizable 5-Row Keyboard (U...
iKeywi - Customizable 5-Row Keyboard 1.0 Device: iOS Universal Category: Utilities Price: $.99, Version: 1.0 (iTunes) Description: Want to add an extra row to your iPhone/iPad? One of the most popular keyboard extension in iOS... | Read more »
Manage Your Cloud – Wunderlist Now Suppo...
Manage Your Cloud – Wunderlist Now Supports Dropbox Posted by Jessica Fisher on October 1st, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Nexticy Review
Nexticy Review By Jennifer Allen on October 1st, 2014 Our Rating: :: IDEAL FORM CREATIONiPad Only App - Designed for the iPad Nexticy allows you to make your own forms for research purposes or to organize your business better. It’s... | Read more »
Tiny Troopers: Alliance Marches onto the...
Tiny Troopers: Alliance Marches onto the App Store Tomorrow Posted by Jessica Fisher on October 1st, 2014 [ permalink ] Tiny Troopers: Alliance, by Kukouri, is a | Read more »

Price Scanner via MacPrices.net

Apple drops prices on refurbished 27-inch iMa...
The Apple Store has dropped prices on Apple Certified Refurbished 27″ iMacs, now available for up to $340 off the cost of new models. Apple’s one-year warranty is standard, and shipping is free: - 27... Read more
Logitech Type+ iPad Air Keyboard Case: Laptop...
If you want to make your iPad Air look and feel more like a laptop for productivity use, as well as protect it from impacts, spills, and scratches while on the move, the new Logitech Type+, a... Read more
ASUS, Lenovo, and Amazon Slug It Out For Tabl...
According to market intelligence firm ABI Research, Apple and Samsung have led the touchscreen tablet market by a substantial margin since Apple energized the category back in 2010. However, ABI says... Read more
Branded Tablet Growth Expected to Disappoint...
ABI Research says the 200 million annual shipments milestone for branded tablets continues to elude OEM vendors, and overall growth for 2014 is set to come in at a disappointing 2.5 percent. Apple... Read more
Amazon offers 13-inch MacBook Air for $899, $...
Amazon.com has the 13″ 1.4GHz 128GB MacBook Air on sale for $100 off MSRP including free shipping: - 13″ 1.4GHz 128GB MacBook Air: $899.99 Read more
Apple resting On Its iPhone Laurels? – The ‘B...
Apple calls its new iPhone 6 and 6 Plus “The Biggest Advancements in iPhone History,” but does reality live up to the hype? “Seldom have so many waited so breathlessly for so little,” tweeted veteran... Read more
Roundup of Apple Mac and iPad Education disco...
Purchase a new Mac or iPad at The Apple Store for Education and take up to $300 off MSRP. All teachers, students, and staff of any educational institution qualify for the discount. Shipping is free,... Read more
Apple Boycotts German Magazine Computer Bild...
Apple has revoked its PR accreditation of Germany’s Computer Bild, Europe’s best-selling PC magazine, in reaction to Bild’s posting of a “#Bentgate” YouTube video. Axel Telzerow, editor in chief of... Read more
iPhone 6 & iPhone 6 Plus Available in Chi...
Apple has announced that iPhone 6 and iPhone 6 Plus will be available in China beginning Friday, October 17 from the Apple Online Store (http://www.apple.com), Apple’s retail stores, and an expansive... Read more
MacBook Airs on sale for $100 off MSRP, start...
Best Buy has the new 2014 MacBook Airs on sale for $100 off MSRP on their online store. Choose free home shipping or free local store pickup (if available). Prices valid for online orders only, in-... Read more

Jobs Board

*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
*Apple* Retail - Multiple Positions (US) - A...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
Senior Event Manager, *Apple* Retail Market...
…This senior level position is responsible for leading and imagining the Apple Retail Team's global event strategy. Delivering an overarching brand story; in-store, Read more
*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
Project Manager / Business Analyst, WW *Appl...
…a senior project manager / business analyst to work within our Worldwide Apple Fulfillment Operations and the Business Process Re-engineering team. This role will work Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.