Current communication strategy by Apple
Introduction Apple, a world renowned maker of computers and information technology-related products launched its iPhone 4 on June 24, 2010. Soon after, users started complaining about diminishing signal strength ostensibly caused by faulty antennas on the iPhone.
When the complaints started streaming in, Apple responded by advising the iPhone 4 users to try holding the gadget in a specific way in order to ensure that the gadget has as much signal strength as possible. “Apple has stated that holding almost any mobile phone in certain ways will reduce its reception.
The company has also claimed that the signal attenuation is a fact of life for all wireless phones” (Adhikari, 2010). To many analysts, this response by Apple was tantamount to failing to accept responsibility for a faulty device and instead issuing the consumer with directives which were not part of the initial instructions on how to use the iPhone.
As McEntergart (2010) notes, different solutions have been offered by apple as an elucidation to the antennae issue, but none seem to address the problem as 1.7 million people who had already purchased the communication gadget by July 2010 would have liked the issue to be handled.
Some of the solutions suggested by the Apple Company include purchasing specific cases for the iPhone 4 (the cases costs an extra $30), using duct tape on the iPhone or purchasing a software patch, which has the ability to alter the gadget’s signal thus reflecting the actual signal strength that the iPhone has at different points.
According to McEntegart (2010), most of the suggested solutions are half-baked and do not befit the 300 dollars purchase price that people paid to get the gadget in the first place. As such, the author notes an iPhone 4 recall is inevitable in the future.
Adhikari (2007) observes that Consumer Reports- a consumer watchdog organization in the United States has refused to give the iPhone 4 a stamp of recommendation insisting that Apple needs to fix the antennae issues on the device “at its own expense” before the organization can consider recommending it for purchase to the general public. Notably, Consumer Reports argues that by advising users to purchase a case for the iPhone 4, Apple is skirting its obligation to give the consumer market a consistent and reliable product and instead putting the onus on its customers.
Get your 100% original paper on any topic done in as little as 3 hours Learn More To this end, Consumer Reports suggests that though a product recall would “put a black-eye on Apple”, it is the best approach to addressing the iPhone 4 antennae issue, since failing to attend to the issue comprehensively would only dent the company’s image further.
Notably, Apple is not yet ready for a product recall just as yet. This conclusion is attained by analyzing the company’s response to the antennae problem. From such responses, one can deduce that Apple will only recall the iPhone 4 as a last resort. But why is the company shilly-shallying on a recall while so many analysts have suggested this it is the best way to handle the situation? Well, Keller (2003) argues that a product recall usually decreases a product’s brand equity.
However, a company like Apple can still be shielded from the negative effects on its brand image; previous research has shown that it is unlikely that the brand equity will lessen if consumers have positive prior expectations of the product.
According to Didio (2010), Apple is among the contemporary IT-gadgets related company that enjoys wide consumer support. For example, it is notable that despite the antennae issue with the iPhone 4, consumers are still ordering the communication device. Commenting about the overall support that Apple products receive from the consumer market irrespective of their well-known shortcomings, Didio (2010, p.1) notes that “Neither antenna problems, dropped calls, nor irreplaceable batteries, nor lack of a USB port or flash support, nor premium pricing not lack of a definitive jailbreak date for the iPhone can keep users from pre-ordering and purchasing apple devices in record breaking numbers”.
As opposed to Keller’s (2003) argument that a delay in executing a product recall may damage brand equity through bad publicity generated through consumer’s sharing the experiences, Apple seems to be an exception to this argument since people still purchase the iPhone and other devices manufactured by the company.
Current communication strategy by Apple Through out the years, Apple has been known to hit the news media by well-organized press conference to launch its products or address any problems that may have arisen from its products. In a similar manner, Apple CEO’s Steve Jobs initial reaction to the iPhone 4’s reception shortcomings was to tell the consumers that they are holding the device in a wrong manner.
As Didio (2010) notes, those who expected that Apple would be apologetic about the shortcomings in its product were deeply disappointed. It was only later that Steve Jobs appeared in a press meeting to address concerns directly. Even then, the CEO who has been portrayed as arrogant did not let his guard down.
We will write a custom Report on ?ommunication Strategy by Apple Company specifically for you! Get your first paper with 15% OFF Learn More According to Didio (2010), Jobs started by stating that Apple, just like other companies in the innovations industry was not faultless. The CEO further admitted that in addition to the reception problems, 0.55 percent of iPhone users had complained about dropped calls.
Apple’s quick fix solution to affected users was a free case, and other in-store fixes. The CEO further said that anyone who was not content with the device’s performance was free to return it to the company for a full refund within a month of purchase.
Prior to the press conference, the company had communicated the release of the iOS 4.0.1 software, which was meant for installation in the iPhone 4. The software was ostensibly meant to improve the calculation used to determine signal strength by the device hence displaying the correct bars on the screen (Kolakowski, 2010).
Having established that Apple appears insensitive to the needs raised by the consumer’s about the iPhone 4, this suggested communication strategy seeks to provide a solution to perceived arrogance that the company has towards its target market. The communication strategy will not only target current iPhone 4 users, but the general public who might be considering purchasing Apple’s products in future.
The media hype surrounding Apple’s operations suggest that the company’s present communication strategy revolves around secrecy, whereby its communication with the media, the public and shareholders is limited to occasions when the company has no choice but to speak (Stone
Work Related Stress Essay
Nursing Assignment Help With the current changing trends in working environments, although work may be enjoyable to do, as most individuals are always motivated to shine in their work places, sometimes the same jobs can be a stressing factor, depending on the prevailing work conditions. Work related stress is one of the greatest impediments to the success of any organization, because it lowers workers’ motivation hence, leading to reduced output.
In addition to lowering work performance, work stress greatly affects an individual’s state of mind whereby, in uncontrolled situations it can cause work burnout and many health complications.
Primarily, in most cases job stress occurs when there is a mismatch between an individual’s potentials, available resources, or personal wants with the requirements of one’s assigned roles.
It is necessary to note that, there is a great variation between job stress and work challenges, because the former decreases motivation and innovation, whereas the latter is a psychological and physical energizer; hence, encourages innovation, motivation.
Although this is the case, failure to provide solutions to demanding challenges or duties can be one of the primary stress causative agents, as most individuals will do everything at their disposal to shine in their duties (Ganster