What will Apple have to say about iPhone4 Antenna fix?

Apple has scheduled a press conference today to discuss its latest iPhone 4 and we just might be looking at that expected software fix for the now infamous reception issues plaguing the device.

Apple has already acknowledged that holding the iPhone 4 in a certain way — covering the lower left end of the device — can impede its reception, but was quick to point the real blame on an incorrect formula it was using to calculate how many reception bars appear on the device. Earlier this week, Consumer Reports said after testing it could not recommend the iPhone 4 due to what it called a hardware flaw with the antenna.

Traditionally Apple is a company that likes to arrogantly bury its head in the sand when it comes to any problems with its products, and isn’t shy about trying to bury everyone else’s head in the sand right next to it. And thus far, the firm has done an exemplary job of this head burying when it comes to the iPhone 4 antenna problem.

There is also evidence out there that Apple senior engineer and antenna expert Ruben Caballero last year informed CEO Steve Jobs that the device’s design may cause reception issues — concerns also reportedly raised by an unidentified carrier partner.

Some observers have cast doubt on the idea that Apple would outright recall the iPhone 4; more seem to think the company may opt to offer free bumper cases (normally $29) that address the reception issue.

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Anyway, It’s a shame to see so many issues with the iPhone 4 after so many people waited for it’s release. What’s more of a shame is that Apple knew about some of these issues already, such as the problem with reception.

If a brand new company brought out a product and then told you needed to pay a further $29 to make it work properly, you wouldn’t bother. But Apple have created such a loyal following that people may just put up with what issues there are for the sake of owning the latest Apple product. Personally, I’d be happier with an older iPhone – at least then the issues are all ironed out.

However, it’s also interesting to see how much excitement new technologies can bring. New technology and innovation is important for new business, illustrated by entrepreneurship grants and new business competitions .

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