PR experts divided over whether Apple will recall iPhone 4 in press conference

Experts are divided over whether Apple will announce a product recall in today's emergency press conference over its iPhone 4 crisis.

Controversy: iPhone 4
Controversy: iPhone 4

Apple has summoned media and industry players to its headquarters in Cupertino, California today at 10am Pacific time, following complaints about dropped calls owing to the phone’s aerial.
 
Apple remains secretive about what it might announce today and whether Steve Jobs will appear to announce it.
 
Kindred social media director Paul Armstrong said: ‘I’m pretty sure they won’t call a recall as it would cost too much. What I think they’re going to announce is an upgrade.’
 
Armstrong added: ‘They normally go through the press which makes me think they want people to think this is a big deal for them. I don’t think it’s too late as long as they do it with the right tone. They have to apologise. They know they have to do that.’
 
However, Nixon McInnes managing director Will McInnes said: ‘I think if they do go large and they do a product recall I’ll admire them for it. If they muster the courage to do a recall I will applaud. That takes some serious courage. The way it looks now I think they will.’
 
Speaking on the tone that Apple needs to find, McInnes said: ‘Humility is a wonderful thing. It’s not a characteristic we are used to seeing from Apple. And there will be extra points if Jobs gets up there himself.’
 
It emerged yesterday that a senior engineer told management last year that the device’s design may cause reception problems.

Paul Armstrong discusses the subject further in his PRWeek blog.

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