REUTERS | Apple better give iPhone 4 owners free cases, say crisis experts

 
Facing mounting public relations troubles over the iPhone 4, Apple must act swiftly to quell customer complaints about poor reception by giving away free cases, crisis communication experts say.

"This is undeniably doing damage to Apple's brand," said Gene Grabowski, senior vice president of Washington, D.C.-based Levick Strategic Communications, referring to the company's refusal to respond to customer complaints. "Apple's being perceived as arrogant by trying to minimize a problem that users say is a big problem."

Grabowski and others were interviewed earlier this week, before Apple announced late Wednesday that it would hold a news conference Friday at 10 a.m. PT, 1 p.m. ET, at its Cupertino, Calif. headquarters. The company has said the quickly-called conference -- a major departure from its usual practice -- would be about the iPhone 4, but has provided no additional details ...  [ READ MORE ]