What We Have Here is a Failure to Communicate

Following up on my post last week about the new Apple iPhone 2.0 software, I would be remiss to leave out the one day torture that was getting a 3G iPhone. First of all, to clear up any confusion about relevance, the iPhone is not a subject only for gadget geeks and mobilistas. In this one-year-old device, and its new software, we are looking at an important innovation in content distribution. The iPhone is far and away the most compelling mobilization of content we have seen. The 2.0 software with its relatively open garden of third party content is an exceptional media platform. Already, the NYTimes.com is there with an ad-supported application. You can click on the ubiquitous Westin Hotels bottom banner and go to a mini-site without leaving NYTimes. An “article” button at the top of the interface lets you drill into the mini-site all you want and return to original Times content with a single click. That is not only cool, it opens up new vistas for publishing and ad partnerships.

But on to the 3G debacle. As everyone knows by now, Apple got bruised in a way that is both uncharacteristic and unprecedented for one of the most beloved brands in the world. It hyped the next-gen iPhone, encouraged both early adopters and a wider mass market to enjoy the launch day rush. And it proceeded to botch it all up in the one area it should have nailed, technology. So far as we can tell, some combination of the iTunes software and extreme demand on the Apple servers left most new 3G iPhones unusable throughout the first day. Most of us were up and running by nighttime, and my guess is that Apple ultimately gets forgiven. But the incident is not forgotten. Apple was unforgivably silent throughout the day. It never explained. It never apologized. In fact, it confirmed much of the counter-mythology that surrounds the brand, that Apple is a closed and secretive company that puts on a friendly face. Apple is the ultimate consumer-experience seller, until the wheels start falling off. Any media brand, and Apple definitely is a media brand now, proves itself during adversity. What Apple proved to consumers and to potential partners, is that they are very good at playing the nice guy when things go their way. That is one way to take a bite out of your own brand halo.