This morning I watched Apple's press conference addressing the iPhone 4 antenna issues. In the entire half hour, I did not once hear Steve Jobs say the word "sorry" or "apologize". Some other bloggers have jumped all over him for this. I am still wondering why he didn't say, at least once, "We apologize for the inconvenience this has caused you, and here is how we intend to fix it" or "I am sorry that this happened, and here's how I am going to address this problem." Would that have been so hard?
When my second graders got into a dispute, I would always wrap things up by asking them to shake hands and apologize.
She told me that it's important to say you're sorry when you've hurt another person, even if you don't feel you've done anything wrong. (This sometimes led to the disingenuous apologies I would hear from some kids: "I'm sorry you got hurt" -- notice careful use of the third person -- or even "I'm sorry you feel that way, but…")
She pushed me to go further and ask about specific actions that kids could take to address the injury they had caused. Picking up the bike from the ground, replacing the sandwich, putting the head back on the bunny. Apology plus action. The formula for addressing a wrong.
Steve Jobs provided an action this morning, with no apology. He said, "Apple is not perfect. Smartphones aren't perfect." He acknowledged that there is a problem with the iPhone 4 reception (and pointed out that most other smartphones have the same problem.) He came up with simple actions to address the problem (free bumper case, return with no restocking fee.)
From my perspective as someone who uses and loves Apple products, that action is sufficient. I had the iPhone 4 antenna problem and this summer I have had plenty of dropped calls in areas with marginal signal coverage (rural areas in Massachusetts, Pennsylvania, and Maine.) Ever since I added a bumper, the problem went away in those areas. I have never had the problem in major metropolitan areas (NYC, DC, Boston.) And the iPhone itself is terrific for its speed, its features, and its price. The signal problem is nothing more than an irritation. I don't need an apology. I just want the problem fixed.
But I still wonder why there was no apology. It must have been a conscious decision, for marketing reasons, or liability reasons. So puzzling.
When my second graders got into a dispute, I would always wrap things up by asking them to shake hands and apologize.
"Say you're sorry to Brad."A handshake or high five and it's done. Problem solved. But it didn't feel OK. I asked my mentor teacher, "Why make kids say they're sorry if they don't feel sorry?"
"I'm sorry, Brad."
"Really mean it this time."
"I'm sorry."
"Brad, you say it's OK."
"It's OK."
"Not to me, to Eric."
"It's OK, man."
She told me that it's important to say you're sorry when you've hurt another person, even if you don't feel you've done anything wrong. (This sometimes led to the disingenuous apologies I would hear from some kids: "I'm sorry you got hurt" -- notice careful use of the third person -- or even "I'm sorry you feel that way, but…")
She pushed me to go further and ask about specific actions that kids could take to address the injury they had caused. Picking up the bike from the ground, replacing the sandwich, putting the head back on the bunny. Apology plus action. The formula for addressing a wrong.
Steve Jobs provided an action this morning, with no apology. He said, "Apple is not perfect. Smartphones aren't perfect." He acknowledged that there is a problem with the iPhone 4 reception (and pointed out that most other smartphones have the same problem.) He came up with simple actions to address the problem (free bumper case, return with no restocking fee.)
From my perspective as someone who uses and loves Apple products, that action is sufficient. I had the iPhone 4 antenna problem and this summer I have had plenty of dropped calls in areas with marginal signal coverage (rural areas in Massachusetts, Pennsylvania, and Maine.) Ever since I added a bumper, the problem went away in those areas. I have never had the problem in major metropolitan areas (NYC, DC, Boston.) And the iPhone itself is terrific for its speed, its features, and its price. The signal problem is nothing more than an irritation. I don't need an apology. I just want the problem fixed.
But I still wonder why there was no apology. It must have been a conscious decision, for marketing reasons, or liability reasons. So puzzling.
