So let’s say you have built a brand around the marriage of design and technology, while simultaneously embodying user-friendliness. Then let’s say you come out with a new product that has a major design flaw. How do you respond?
Well, by now you have probably heard about the new iPhone and Steve Jobs’s response to complaints that it drops calls when held in a certain way (“Just avoid holding it that way”). But apparently this PR situation is now escalating into something that challenges the carefully constructed brand image of Apple.
So how does Apple fix this mess?