Despite your opinions on Apple’s technology innovation (or lack thereof), there’s no denying that they’re taking the world by storm. (Apple Storm = Potential smoothie name? No? OK.)
However, when the technology giant lost their prized possession (in this case, iPhone 4 prototype), Apple went from unstoppable to unforgivable.
Apple’s Whoopsie
In 2010, Gray Powell (a young Apple Software Engineer) misplaced the iPhone 4 prototype when he celebrated his birthday at an Irish pub. Apple got hold of this information and chose to keep the issue private. Their efforts to locate the phone were unsuccessful when someone called into Apple customer care looking to return the lost phone. However, the representative knew nothing about the lost prototype and thought it was a hoax or knockoff—so they ended the call.
The person who found the phone later went to Gizmodo and sold the phone for $5,000. Gizmodo tore it apart to reveal its specs and later confirmed it was authentic. A week later, Gizmodo released an exclusive iPhone 4 leak article unleashing pandemonium in the tech world. Apple lost major free media from this debacle from what it would have gained at their iPhone 4 launch.
Apple formally requested to recover the prototype from Gizmodo if they confirm that it was the lost iPhone 4. Apple grudgingly confirmed and was finally reunited with their beloved prototype. However, Apple did not stop there. With a warrant, police raided Gizmodo editor’s home, seizing his computer. Lets just say, media had a lot to cover.
What They Should Have Done
Apple failed on many accounts: succumbing to secrecy, lack of informing key people, and just plain not playing fair.
Hopefully Apple learned from their mistakes but if they didn’t, then I have a few suggestions *smirk*. Of course, it’s too late to change the past; however, there’s always an opportunity to improve the future.
In this case, Apple should have been more open to receive help. A small group of people looking for a small, handheld device in a big city (or country) seems hopeful but unlikely. They should have admitted they made a mistake and had some fun with it. They’re all about innovation and change, right? Inform your employees, create a challenge/campaign, be creative. That way, maybe when the lost iPhone was called into Apple’s customer service centre, the problem could have been solved there.
Another suggestion is to not be so protective. Now that information is more accessible than ever before, people crave for authenticity. No one likes a snotty two-shoes. Business should be more meaningful and “human”. Create genuine relationships. Be supportive. Don’t raid other people’s houses when the fault is yours!!
Who knows. Maybe this was a PR stunt between Apple and Gizmodo. Maybe Gray Powell never had the phone in the first place. Whatever the truth is, Apple made big waves in the media. Unfortunately, mostly negative.
Here’s a great Gizmodo article dissecting the issue with very relevant insights: http://gizmodo.com/5520746/apple-didnt-leak-the-iphoneand-why-that-matters?skyline=true&s=i
What other tips would you give Apple after this charade?
Mercy-Anne Guevarra 