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

pwSafe 4.0.1 - Secure password managemen...
pwSafe provides simple and secure password management across devices and computers. pwSafe uses iCloud to keep your password databases backed-up and synced between Macs and iOS devices. It is... Read more
WALTR 1.5.4 - Drag-and-drop any media fi...
WALTR is designed to make it easy to upload and convert any music or video file to an iPad or iPhone format for native playback. It supports a huge variety of media file types, including MP3, MP4,... Read more
Audio Hijack 3.1 - Record and enhance au...
Audio Hijack (was Audio Hijack Pro) drastically changes the way you use audio on your computer, giving you the freedom to listen to audio when you want and how you want. Record and enhance any audio... Read more
PopChar 7.1 - Floating window shows avai...
We're also selling a 5-license family pack for only $25.99! PopChar helps you get the most out of your font collection. With its crystal-clear interface, PopChar X provides a frustration-free way to... Read more
BBEdit 11.1.1 - Powerful text and HTML e...
BBEdit is the leading professional HTML and text editor for the Mac. Specifically crafted in response to the needs of Web authors and software developers, this award-winning product provides a... Read more
Picasa 3.9.139 - Organize, edit, and sha...
Picasa and Picasa Web Albums allows you to organize, edit, and upload your photos to the Web from your computer in quick, simple steps. Arrange your photos into folders and albums and erase their... Read more
Mac DVDRipper Pro 5.0.5 - 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
NetShade 6.2 - Browse privately using an...
This promotion is for NetShade and 1 year of Proxy and VPN services NetShade is an anonymous proxy and VPN app+service for Mac. Unblock your Internet through NetShade's high-speed proxy and VPN... Read more
CrossOver 14.1.3 - Run Windows apps on y...
CrossOver can get your Windows productivity applications and PC games up and running on your Mac quickly and easily. CrossOver runs the Windows software that you need on Mac at home, in the office,... Read more
Little Snitch 3.5.3 - Alerts you about o...
Little Snitch gives you control over your private outgoing data. Track background activity As soon as your computer connects to the Internet, applications often have permission to send any... Read more

Block Fortress has a Big New Update for...
Block Fortress is a survival-style game that's as fun as it is blocky. It's also just gotten a rather sizeable update that adds a lot more cool stuff. [Read more] | Read more »
Simple and Surreal Star Base Sim rymdkap...
I really like rymdkapsel. Not just because I'm a sucker for games that are cleverly simple or highly stylisitc, but because it's fun and challenging. Actually it's extremely challenging, which is why I was excited to learn that it's getting a couple... | Read more »
Check out the anticipated Angel Stone in...
Fincon has finally revealed Angel Stone in action in the first ever official gameplay trailer for the anticipated hack and slasher. Angel Stone is set in a post-apocalyptic world in which humanity is in danger of being wiped out by the demonic... | Read more »
Moleskine Timepage is an All-New Calenda...
Moleskine Timepage is a bit of a departure for the notebook manufacturer (since it has little to do with notebooks), but it certainly carries their simple and elegant style quite well. [Read more] | Read more »
Jog on Over and Check Out the New Runtas...
Runtastic has put out a fair number of apps to help you sleep, track excercise, and train various parts of your body. Now it's time for your legs to have their own time in the spotlight with Runtastic Leg Trainer. [Read more] | Read more »
It's Lights Out in the Upcoming Pla...
Ember’s Journey is a stark puzzle platformer with a twist: the entire game is played in darkness. The only light you can see by is the one emanating from your own character. [Read more] | Read more »
MooVee - Your Movies Guru (Entertainmen...
MooVee - Your Movies Guru 1.0 Device: iOS iPhone Category: Entertainment Price: $1.99, Version: 1.0 (iTunes) Description: MooVee helps you effortlessly manage your movies, on your iPhone. | Read more »
Geometry Wars 3: Dimensions (Games)
Geometry Wars 3: Dimensions 1.0.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.0 (iTunes) Description: Enjoy the next chapter in the award-winning Geometry Wars franchise and enjoy stunning, console-quality... | Read more »
CHAOS RINGS Ⅲ (Games)
CHAOS RINGS Ⅲ 1.0.0 Device: iOS Universal Category: Games Price: $19.99, Version: 1.0.0 (iTunes) Description: The newest addition to the popular smartphone RPG series is finally here! ・CHAOS RINGS Overview | Read more »
The Popular Insight Series of Travel Gui...
Getting around in a country when you can't understand the primary language can be tough. Fortunately there are several options available to help wold travellers with the important stuff like giving directions to a cab driver or asking where the... | Read more »

Price Scanner via MacPrices.net

Top Markets Saturation To Slow Global Smartph...
According to a new mobile phone forecast from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, smartphone shipments are expected to grow 11.3% in 2015 — down from 27... Read more
Apple refurbished 2014 13-inch Retina MacBook...
The Apple Store has Apple Certified Refurbished 2014 13″ Retina MacBook Pros available for up to $400 off original MSRP, starting at $979. An Apple one-year warranty is included with each model, and... Read more
What Would the ideal Apple Productivity Platf...
For the past four years I’ve kept a foot in both the Mac and iPad camps respectively. my daily computing hours divided about 50/50 between the two devices with remarkable consistency. However, there’... Read more
PageMeUp 1.2.1 Ten Dollar Page Layout Applica...
Paris, France-based Softobe, an OS X software development company, has announced that their PageMeUp v. 1.2.1, is available on the Mac App Store for $9.99. The license can be installed on up to 5... Read more
Eight New Products For USB Type-C Application...
Fresco Logic, specialists in advanced connectivity technologies and ICs, has introduced two new product families targeting the Type-C connector recently introduced across a number of consumer... Read more
Scripps National Spelling Bee Launches Buzzwo...
Scripps National Spelling Bee fans can monitor the action at the 2015 Spelling Bee with the new Buzzworthy app for iOS, Android and Windows mobile devices. The free Buzzworthy app provides friendly... Read more
13-inch 2.5GHz MacBook Pro on sale for $120 o...
B&H Photo has the 13″ 2.5GHz MacBook Pro on sale for $979 including free shipping plus NY sales tax only. Their price is $120 off MSRP, and it’s the lowest price for this model (except for Apple’... Read more
27-inch 3.3GHz 5K iMac on sale for $1899, $10...
B&H Photo has the new 27″ 3.3GHz 5K iMac on sale for $1899.99 including free shipping plus NY tax only. Their price is $100 off MSRP. Read more
Save up to $50 on iPad Air 2, NY tax only, fr...
B&H Photo has iPad Air 2s on sale for up to $50 off MSRP including free shipping plus NY sales tax only: - 16GB iPad Air 2 WiFi: $469 $30 off - 64GB iPad Air 2 WiFi: $549.99 $50 off - 128GB iPad... Read more
Updated Mac Price Trackers
We’ve updated our Mac Price Trackers with the latest information on prices, bundles, and availability on systems from Apple’s authorized internet/catalog resellers: - 15″ MacBook Pros - 13″ MacBook... Read more

Jobs Board

*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
Program Manager, *Apple* Community Support...
**Job Summary** Apple Support Communities ( discussions. apple .com) helps customers get the most from their Apple products and services by providing access to Read more
Senior Data Scientist, *Apple* Retail - Onl...
**Job Summary** Apple Retail - Online sells Apple products to customers around the world. In addition to selling Apple products with unique services such as iPad Read more
*Apple* Solutions Consultant - Retail Sales...
**Job Summary** As an Apple Solutions Consultant (ASC) you are the link between our customers and our products. Your role is to drive the Apple business in a retail Read more
*Apple* Watch SW Application Project Manager...
**Job Summary** The Apple Watch software team is looking for an Application Engineering Project Manager to work on new projects for Apple . The successful candidate Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.