They had a press conference where they admitted the issue, then made a page on their site demonstrating the issue on every leading phone of the day complete with short demo videos for each model.[0][1] This put other manufacturers like RIM and Nokia into a tizzy releasing their own death-grip press releases![2]
Free bumper cases and refunds.[3]
The rapid evolution of that antenna page via archive.org is really interesting.
If customers aren’t happy with the iPhone 4—“before or after you get a free case,” Jobs added—they can bring back the undamaged phone within 30 days for a full refund. Jobs said Apple won’t charge a restocking fee and that users would be able to get out of their contracts with AT&T.
“We want to make all of our customers happy,” Jobs said. “And if you don’t know that about Apple, you don’t know Apple.”