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Damage Control

By: Susan Iskiwitch | 09/12/2007

On Thursday it was announced that iPhone users who purchased the most expensive, original models of the iPhone would be issued a $100 credit for use in Apple stores or online. This is in response to Apple's introduction Wednesday of improved iPhones with lower prices only a short two months after the phone's initial release.

It was reported that the credit was offered after hundreds of early iPhone adopters wrote letters to Steve Jobs about their dissatisfaction.

Most likely, many of these early adopters are some of Apple's most loyal customers. Based on Jobs' email to to iPhone customers, I wouldn't be surprised if Apple has a crisis plan that indicates possible responses to customer dissatisfaction: "We want to do the right thing for our valued iPhone customers," Jobs wrote. "We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple."

Apple public relations guys are doing what should be done to maintain the company's loyal client base: acknowledging the issue and offering a solution.

Posted in Crisis Communications, Issues and Crisis Management