[jad]

> What to say? The fact that such a public letter had to be issued means that there's a lot of push-back. Apple just doesn't do that. In fact, I don't remember any software company doing this. I could be wrong. This feels unprecedented.

Steve Jobs held a press conference for "Antennagate": http://www.apple.com/apple-events/july-2010/

[revelation]

That is so awesome. I've never seen it until now. They start off with a terrible random YouTube video crying over "GizModo propaganda". They then spend a minute on how they are not perfect, matched only by the following 9 minutes for showing how others are not perfect.

Then they tell everyone "you're just holding it wrong" and insult people with "X marks the spot" and "look at this beautiful line here".

I couldn't stand much more after that. That is not an apology, it's a display of arrogance. And some might very well claim that this whole Map thing is a result of the dysfunctional work environment people are under at Apple.

[ralfd]

But it worked. Before that the hyperbolic tech media was "How the iPhone 4 sucks because of the Death grip". And after that the tech bloggers were "Why Apples comparison with other phones is a bit unfair, because HTC XYZ does need x seconds longer to be death gripped", which isn't that quite catchy and sexy. Steve Jobs changed the conversation. And even if you dislike his not quite suppressed snarkyness (which I loved, because the issue was blown out of proportion), it is interesting to note how successful Apples reaction turned out to be. Case in point: They still sell the iPhone 4 physically unchanged (I think?) and the issue just doesn't matter today anymore.

[DigitalJack]

I believe the antenna was slightly different for the verizon versions. But the ATT iphone 4 hasn't been changed that I'm aware of.

[fusiongyro]

My brother and I both got iPhone 4's around the same time and we both have AT&T. He had death grip issues and I did not, simply because he is left handed.

[epo]

So you started out wanting to hate Apple, looked for evidence to back up your prejudice and were successful.

[mapgrep]

He also decried most of the controversy as confusion and press hype. "We're not perfect, phones aren't perfect."

This letter says "We are extremely sorry." Extremely! Imagine Steve Jobs saying, "I am extremely sorry" is tough to imagine. Possible, but tough to imagine.

[pfranz]

Soon after the original iPhone launch Apple posted a letter apologizing for the price drop so soon after the initial launch. "We apologize for disappointing some of you..." http://www.apple.com/hotnews/openiphoneletter/

Like Cook's letter, it was reactionary and came after the price drop was poorly received. They've used this medium quite a few times for specific things (letter against Flash and against DRM). Generally, to clarify their current position or to apologies.

[mapgrep]

Good example, definitely shows this is not "unprecedented" as OP says. Except maybe for the "extremely sorry" part :)

[eternalban]

Loved the ending about "behind the scenes" and "take care of everyone". Mafia reading of this was that overseas distributors of cases got unhappy and put out the videos. Apple says so solly, and now "everybody" is happy again.