public relations

Could the iPhone blow up in Apple's face?

broken iphoneSeveral people in France, the UK, the Netherlands and Sweden reported the screen of their iPhone 3GS exploding or cracking (the image by the way is not a real photograph, it was fabricated for illustrative purposes only). Apparantly, one French iPhone user was hit by small pieces of glass in his face because the screen 'exploded' when taking a call. At first Apple only said they were "aware of the problem" but couldn't say anything more until the phones were sent back and inspected. After investigating the phones, they claimed that the damage was caused by an "external force", suggesting that the problem is not with the iPhone. In fact, by stating it like this, they more or less blame the customers for the damage. While this may or may not be true, a French consumer organisation and the European Union are now researching the cases and watching out for any future issues regarding the iPhone. Getting this kind of attention is hardly ever a good thing for an organisation. It looks as if Apple is trying to cover up any deficiencies of the iPhone. From a Public Relations point of view, trying to cover things up is usually a bad strategy, so let us examine what is going on here from a PR angle:

Public Relations online

communication evolutionTechnological developments have always had a profound impact on human interaction. Faster means of travel, the telegraph, telephone, newspapers, television: each one opened up new channels of communication. One-on-one or one-to-many. The latest incarnations are of course mobile telephones and the internet. In recent years however, both technologies have advanced in leaps and are connected to one another. While this might seem like just another rather insignificant step, it is my opinion that this will have an impact on human interaction yet only to be guessed at. Consider this: