First, Apple admits to antenna issues with the iPhone 4; then Steve Jobs comes out with a silly fix - hold the phone differently. Now Consumer Reports comes out with its findings on the phone and gives it a thumbs down. "Consumer Reports has confirmed in its own tests that there is a problem with the iPhone 4’s reception and thus does not recommend the device." How will Apple handle this situation? Do they proceed as if everything is fine or do they offer to provide a free case to every customer. And what do they do with their next version to correct their problem.
And will this negative review hurt the Apple brand and ultimately the share price? As we have learned in the past, a quick response with corrective action is the best move. Sweeping the problem under the rug never works. Let's hope Apple speaks up soon!