A hurried press conference on a Friday – great time to lessen the impact of a media release that many won’t come across ’til monday or tuesday, lessening any negative impact by dispersion.
Well, no big deal was it?
A difficult PR proposition handled pretty well, I say, on a great product with an unexpected, relatively minor fault that has been hyped way out of proportion.
The real question is whether the bumper /$50 will be enough to retain or recapture the goodwill around the brand. Many may already have planned to use some kind of case or bumper for such an expensive instrument.
I also think that the number one thing they can do to show respect for “their” consumers is to create and deliver products that delight, which is the expectation this fault has challenged in the public’s perception.
Apple exemplify intelligent design in recognising the beyond-rational bond that forms between customers and products. This is the basis for their exceptional ability to challenge and win against competitors with much deeper products.