The Censemaker

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    Much Ado About (Apple)?

    Today Apple computers held a press conference to discuss issues with the iPhone 4G and its antennae problem -- billed 'antennaegate' by some. What I see here is an absolutely perfect example of how insular the tech blogging and journalism world can truly be. Here we have problems with an antennae that sometimes drops calls a little more than usual, that has been found out by a few in the tech world and demonstrated over again -- to the point where there is even a music video produced on the subject and currently being shared on YouTube.

    But the telling figures about how significant this really is can be found in this quote from Fast Company in their report of today's event: 

    "During the presentation Apple wasn't afraid to air some dirty laundry: Including the return rate for its premier device, the iPhone. The 3GS had a return rate of 6%, and so far the iPhone 4's is running at 1.7%. Jobs thinks this illustrates that the end user is pretty satisfied with the phone, and that there's no real problem with the antenna in day to day use. Ignoring the spin on this point, the fact Apple was prepared to share this internal business data at all is very unusual--and those figures will become used and referenced as new industry standards. Also unusual: Normally super-calm Steve Jobs swore on stage when answering a question about the now famous, and discredited, Bloomberg report that alleged an Apple engineer gave Jobs an early warning about the antenna. Apple is serious about defending its iPhone 4, folks. 

    Apple also shared one more statistic: Three million iPhone 4s have been sold in three weeks. That's an amazing, sustained, million units a week folks. And if you think that's just the early blush of success and excitement, then you need to remember that at the end of July 17 additional nations will start selling the iPhone 4. Which means that sales rate is going to soar past two million per week, and then stay there for a long time yet. No matter that Apple loves its customers ... this is proof its customers love it right back, and aren't worried about the antenna."

    Does this problem really seem like a problem? These numbers don't say so. 
    • 16 July 2010
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    I lead an innovation, research and design studio that integrates systems thinking with design and health (CENSE Research + Design). My interests are in combining the science of systems and complexity with the creative innovation of design and doing so in manners that promote health and wellbeing. I take a developmental approach to things, studying their evolution and working to find the optimal ways to make positive social change.

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  • About Cameron Norman

    I lead an innovation, research and design studio that integrates systems thinking with design and health (CENSE Research + Design). My interests are in combining the science of systems and complexity with the creative innovation of design and doing so in manners that promote health and wellbeing. I take a developmental approach to things, studying their evolution and working to find the optimal ways to make positive social change.

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