Apple’s holding a press conference to talk about the iPhone 4, presumably to address the ever-worsening signal strength PR mess. I think it’s been blown out of all proportion, but that’s partly Apple’s fault:
Instead of putting their hands up and saying “hey, it’s possible to bridge the antennas at one particular point and that can make the signal drop, but that’s the price you pay for the BEST RECEPTION ON AN IPHONE EVER!” they’ve said that the reason for disappearing bars is “both simple and surprising”.Presumably it’s simple as in “let’s make something up! Simple!” and surprising as in “we’ll be surprised if anyone believes this”. In Apple PR land an issue that can be fixed with nail polish, a rubber band or a different grip can also be fixed with… software!
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Interesting perspective on the press conference timing from GigaOM:
Hosting such an event on Friday at 10AM PT, just two business days prior to releasing its quarterly earnings report, gives everyone, especially the market, time to digest and react to whatever it is that Apple has to say before the weekend. The message that Apple is preparing to deliver is not for the bloggers, the techies, nor the Apple fans…it is for mainstream analysts, and is likely being used to diffuse this issue before announcing amazing quarterly results next week. The last thing Apple wants is for this issue to steal its thunder when it likely has nothing but positive news to report next Tuesday.