Apple’s iPad PR – A Bump in the Road

Apple’s public relations efforts around this week’s iPad launch seemed to go smoothly with stories in all major national news outlets and hype on social media sites and blogs. That was until a Wi-Fi issue was reported by users and was acknowledged by Apple on Monday. To handle the crisis and thwart negative feedback, Apple posted a message on its iPad support website saying: “Under certain conditions, iPad may not automatically rejoin a known Wi-Fi network after restart or waking from sleep.” Apple then offered a long list of tips for troubleshooting the problem.

Is this approach offering iPad owners enough support? Should Apple have communicated the issue in other ways? In my opinion, the company reacted quickly with a fast fix for users, but it didn’t address whether the issue would be resolved for future models. And, if the problem persists, should users return their iPad (likely something Apple would prefer to avoid)? As an Apple customer, I have always been pleased with their level of customer service. However, they better quickly correct the Wi-Fi issue on their “Wi-Fi product” before a social media attack unleashes on Twitter or YouTube. So far, even with the minor product mishap, press coverage remains positive for the most part and more than 300,000 iPads have been sold. Stay tuned.

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