Apple iPhone 3GS Strategy: Apple’s Design Edge Won’t Help if Company Gets Too Edgy

Apple iPhone 3GS Strategy: Apple’s Design Edge Won’t Help if Company Gets Too Edgy

Last week it was the antenna. Apple said it was normal, then made a fix. Well, a case. Not clear it is a fix, but it is a case. Now it is battery life on the 3GS.  Apple’s strategy is to be cooler, simpler and to charge a premium for the Apple experience. All of those are rely on the hardware and software doing what it is intended to do, and the most important thing it is intended to do it meet customer expectations.

My iPhone is sucking down energy. I came back from New York to Seattle yesterday and the phone was nearly drained in airplane mode, even after applying a full Powerstick charge. I’m not a happy customer. It doesn’t appear Apple is acknowledging the issue.

Years of goodwill can be lost in one negative customers service incident. Apple now has two. iOS4 may be a major issue for Apple. We’ll see what happens with the iPhone 4 and its antenna. Corporate strategy is something that has to be lived everyday. Arrogant disregard for public opinion may be a great reflection of strategy when you’re the contrarian. When your customers are in need and you keep up a contrarian persona, you run the very real risk of creating a contrarian attitude among those whose affection and respect you have cultivated.

Daniel W. Rasmus

Daniel W. Rasmus, Founder and Principal Analyst of Serious Insights, is an internationally recognized speaker on the future of work and education. He is the author of several books, including Listening to the Future and Management by Design.

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