iPhone 4 May Be A Hit But Don't Take Apple's PR Advice

mn_macworld_caps104Many small and medium size enterprises like to fancy themselves after big companies that they respect and that’s understandable. But, too often, I hear Apple as one of those companies. It’s important to remember that when it comes to PR, Apple is the exception, not the rule. Case in point – the iPhone 4.

Apple is calling it “the most successful launch” in its history. The company has sold nearly 2 million of the new iPhones in the first week alone, creating hype and buzz as literally only an Apple product could. The company has also withstood PR damage that only the Teflon-coated Apple seems to be able to withstand.

As documented in this item by well-respected tech blogger Mike Wendland, which is worth a read, the phone appears to have a design flaw that hurts its reception. It’s easy to agree that the company’s response is as Wendland calls it, an “arrogant” statement. If that statement came from, say, an auto company about a car design flaw (even not affecting safety), Congressional hearings would be organized immediately. With Apple, it’s like it doesn’t matter. Wendland goes onto write this post about Apple’s recommended fix, which costs customers money.

Just because Apple can respond to customer concerns with arrogance and only speak publicly about its products at its own events, while selling millions of the hottest tech products on Earth, that doesn’t mean that PR approach (or lack thereof) would work for any other company. When crafting your strategy, it should reflect your culture and your business. Don’t make the mistake of trying to emulate others who are the exception to the rule.