One bad Apple threatens the cart!

The internet is awash with reports of problems with the iPhone 4, the most common being a design flaw with the antenna that leads to dropped calls.

Problems with new products are not unexpected. In fact, many early adopters of technology will tell you they expect problems.

What is surprising is how Apple has handled the issue so far. They have explained, advised and expressed “shock” at the situation. But they have not (yet) simply said “We are sorry.” Three simple words that can improve customer experience straightaway.

Flawed antenna? No, it’s a software glitch that displays the ‘wrong’ number of bars.

Proximity sensor turns on unintentionally? Your inner ear may be too shiny!

In fact, there are reports that Apple is deleting mentions of Consumer Report’s findings on the design flaw from its support forums.

We live in a connected world. The internet offers a vast array of opinions that are hard to mute. Apple’s staunch refusal to take the first step in a service recovery process – say “Sorry” – is leading to a chorus of complaints. Customers want to make sure they are heard when problems occur.

Comparisons are also being drawn between Apple and Toyota (whom we also blogged about). While the iPhone 4 situation is not life-threatening, it is not a reason for dragging of the feet. In fact, Apple is passing up a valuable opportunity to increase customer loyalty.

There is still time for Apple to say “We are sorry”, before one bad Apple spoils the cart.