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Apple iPhone 4 Press Conference: Expect Spin, Not Fix
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Staff Reporter
With a mushrooming iPhone antenna problem threatening to stain Apple's [AAPL
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Thanks to Consumer Reports' earnest call for action, a little slip in the stock price and a bit of Top Ten mockery from David Letterman this week, Apple has arrived at the so-called fork in the road.
Now Apple faces two choices: Fix the problem, or try to talk its way out of it.
Hilariously, a press conference suggests the latter — more talk, no action.
A press conference means there's a lot of explaining to do. A press conference doesn't say, "we are wrong, you are right."
A press conference says it's our stage and we'll tell you when there's a problem. A press conference says you don't even know a fraction of what we know about antennas.
Apple has a history of dodging this problem:
"It's not a problem."
"It's AT&T's [T
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"It's the signal strength meter."
"It's your hand."
"It's common with all phones."
Friday's conference should be an elegant continuation of this trend.
Apple shares are only down 2 percent since Consumer Reports called out Apple on the problem and raised the issue of a recall. Meanwhile, Apple can't keep the iPhones in stock.
There's a right way to handle this, but Apple's right way might not be the right way you were looking for.
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Smartphone Rivals:
Research in Motion [RIM
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Nokia [NOK
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Google [GOOG
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Disclosures:
Disclosure information was not available for Moritz or his company.
Data is a real-time snapshot *Data is delayed at least 15 minutes
