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There has been a lot in the press and blog world about the iPhone 4, the issues around the signal loss reported if you hold it a certain way.

http://www.bbc.co.uk/news/technology-10665424

Apple boss Steve Jobs unveiled the offer at a press conference called to tackle the ongoing speculation about the iPhone 4′s antenna problem.

The case will help overcome a widely reported issue in which phone signal strength was drained when the phone was held a certain way.

Declaring “We’re not perfect”, Mr Jobs said reception problems were endemic throughout the smartphone industry.

Apple remains an interesting company to me both in terms of marketing, product design and business. The debate is set to continue and I wonder how much this will really affect Apple in the long run, I suspect that there are still enough consumers out there that want the phone regardless of the analysis, the youtube videos and the commentary, including myself. What Apple needs to contend with is maintaining two things, the message Apple is good, secondly the concept of product differentiation and why their product is better. Ultimately as much as my colleagues discuss the ‘need’ to jailbreak their iPhone, and the fact that the iPhone is too locked down, they forget that the thing Apple does well is the user experience. There is no experience that quite matches plugging in my iPhone, watching it sync when I compare it to the equivalent from the other phone makers. Yes I can sync my other handsets with iTunes, but it’s just that little bit more fiddly, the are you sure you want to do that type questions, coupled with the layered bits that I need. Until the other phone makers innovate not just what the phone can do, but how it syncs, how easy it is to switch or close a task, even kill an application that’s gone on it’s holidays, Apple will continue to do better. In the meantime, as an iPhone 3GS user with v.401 installed, may my iPhone 4 come soon…

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