iPhone 4 recall "inevitable" says PR expert

UPDATE: iPhone 4 now odds on to be recalled

Reception story rages as experts claim Apple needs to issue another statement on growing issue.

The iPhone 4 must be recalled if Apple wants to stamp out stories about the top-end phone’s continuing antenna problems. That’s the opinion of a leading expert in crisis communication, who says Cupertino needs to hit back if it wants to take charge of the situation.

“Apple will be forced to do a recall of this product,” said Professor Matthew Seeger. “It’s critically important. The brand image is the most important thing Apple has. This is potentially devastating.”

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Related links:
- iPhone antenna woes: no free bumpers says Apple
- iPhone 4: Apple deleting reference to antenna issues
- Consumer Reports ‘cannot recommend’ iPhone 4
- Bad gadgets: When gadgets go horribly wrong

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Other PR leaders have also said an iPhone recall has to happen. One, Dr Larry Barton, said, “Their response has been lacklustre. It’s been borderline irresponsible. They are in danger of betraying customers’ trust and hurting the brand, which is infinitely more valuable than any one product.”

As yesterday’s Consumer Reports piece, and Apple’s ensuing moderation of comments on its own site shows, this problem will not die. If Apple does recall though, practically, it could mean a real headache for a company renowned for its high-quality kit.

UPDATE: Bookmaker Paddy Power has offered odds of 4/6 on the iPhone being recalled, considering it more likely than Apple staying true to the product, which is priced at 11/10.

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Via Cult of Mac

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