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Steve Jobs, The Media and All Of Us


Monday, July 19, 2010, 10:02 AM ET
posted by: Will Richmond
Today a slight diversion from VideoNuze's usual online/mobile video coverage, to share a few thoughts about "Antennagate" as the iPhone 4 signal loss issue has been called. If you're sick of reading anything related to Antennagate (and I don't blame you if you are) then feel free to move on now. But if you're like me, and believe that the whole Antennagate episode says far more about state of today's media than it does about Apple, then please read on.  

The iPhone 4's signal issue, arising when the phone is held in a certain way has been demonstrated, and Steve Jobs completely acknowledged it right up front at Apple's press conference last Friday. However, since the start of Antennagate I've wondered just how serious it actually is? Apple's statistics, though no doubt presented with Jobs's best spin, pretty much summed up what I've suspected from the start - that Antennagate was a relatively minor issue completely blown out of proportion by the media.  

In all the articles I read about Antennagate, the consistently missing piece was a real world quote from an actual iPhone 4 buyer who returned the device due to signal issues (Jobs revealed the returns number: a paltry 1.7%, less than a third of those who returned the iPhone 3GS). Absent this real-world sanity check, I had pretty much decided a while back that Antennagate was more about the media making a mountain out of a molehill to attract readers than anything else.

During the Q&A session Jobs hit on this same point, speculating that "it's human nature when you see someone get successful you just want to tear it down." He further took the media that whipped up the Antennagate story to task by saying "Sometimes I feel that in search of eyeballs for these web sites, people don't care about what they leave in their wake."

Though I respect the success Apple has become under Jobs, I've learned to be wary of him because of the overt showmanship and hyperbole he uses to describe Apple's products (the iPad being "magical" is just the latest example). Still, with respect to Antennagate, Jobs put his finger right on the problem of how today's media, too focused on one-upmanship and not enough on facts and restraint, works. Antennagate is a textbook example of why online news readers who are trying to be smarter about how they run their businesses need to read judiciously and cautiously. Sorting the real from the imagined when you're being bombarded by headlines on a daily basis is admittedly no easy task, but as Antennagate shows us, it's more important than ever.

With Antennagate, the Internet's echo-chamber was in full gear. Stories with no new facts ricocheted through blogs, Twitter, RSS feeds and even mainstream media each day. For sure Apple bobbled the ball along the way, further feeding the frenzy. Antennagate seemed to reach a crescendo of ridiculousness when Consumer Reports posted about why it couldn't recommend the iPhone 4. Instead of simply saying that by adding a bumper (something the vast majority of iPhone users seem to do anyway) the problem would be solved, Consumer Reports suggested using duct tape, a ludicrous hack that of course then became a touchstone of Antennagate. (Consumer Reports's exclusive use of its "isolation chamber" to test the iPhone 4's signal, instead of actual usage on the street, also seemed like a weirdly limited approach if their real goal was to size up how big an issue signal loss really was in actual use).

Apple is a big successful company and with Jobs's deft touch, it will put Antennagate behind it. In fact when Apple likely reports another blowout quarter this Thursday tomorrow (Tuesday), the story will quickly recede. What won't change however is the relentless pursuit by today's media of the next big "story." Once again we'll see bombastic headlines and carefree rumor-mongering. All of this means that readers will need to think critically for themselves, reaching their own conclusions and acting accordingly. When the next "Antennagate" inevitably arises, readers will need to decide if it's real or not.

What do you think? Post a comment now (no sign-in required).

Categories: Devices

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11 Comments posted


Gary Lico
Monday, July 19, 2010, 11:06 ET
The iPad IS magical!!

Monday, July 19, 2010, 11:16 ET
Bingo, Will.

I got my phone and literally NO CLUE what people are making a fuss about. Granted i don't live in Manhattan so maybe I'm not suffering the way users in major cities are. But I have had NO issues at all and it's been a totally wonderful experience. I love the new speeds. I purposely didn't upgrade to 3GS in anticipation of 4.0 and the 4.0 OS mucked up my 3G usability.

But more to the topic of your post, I think it's merely sad when media groupthink and lazy reporting take over with respect to commercial products or pop culture. It moves from sad to dangerous when the same herd mentality occurs for serious things like politics and social policy. This propensity for the high drama and the easy "get" impacts lives - many of whom, unlike Steve Jobs and Apple, cannot and will not recover.

Joe
Monday, July 19, 2010, 11:25 ET
If you want a fair and impartial take on just how bad or not it is, check out Consumer Reports test of the phone. They don't accept money from any company whose product they are testing. They cannot give their checkmark recommendation after their tests.

Mike Kelley
Monday, July 19, 2010, 11:34 ET
Well said. I purchased my very first Apple product ever -- an iPhone 4 -- at the height of the media frenzy, recognizing all the hoopla for the childish drivel that it is and always seems to be. I haven't got my phone yet because it is back ordered, but am not worried a bit by what I've been reading in the comic book media or seen in the Consumer Reports video with the duct tape. The external antenna band is obviously a dipole and the little spoace at the bottom left corner is where the signal is loaded onto the antenna. A finger or palm that shorts one side of the dipole to the other (across the little gap) will turn your hand into the antenna and weaken the signal. Tape, a bumper, not getting a part of your hand over the gap will all help, and in a strong signal area, your hand works fine as an antenna too. So there's no big deal, unless you're a reporter or a product tester and need something to write about so you can get paid on your contract or justify your weekly check. Then the sight of a giant like Apple stubbing its toe a little is irresitible grist for your paper mill or paperless e-mill. What a sad way to have to earn a paycheck.

.
Monday, July 19, 2010, 11:37 ET
It's flawed. Steve Jobs admitted it. Nuff said.

azwebvideo
azwebvideo.com
Monday, July 19, 2010, 12:53 ET
Will -

Nicely done. As someone whose business depends on the realities of the video market, I have deep appreciation for your clear-eyed reporting. Your insights are priceless.

As your post indicates, the broader "journalism community" (in quotes to include bloggers with no journalistic training) is failing. Reliable sources of information are fewer and further between. And, we need reliable sources to make good decisions.

Will readers be able to think critically for themselves? I fear that they will not. Just looking at the prior comments to your post (some of which simply feed into the hysteria you were trying to get above) fills me with pessimism.

In the end, the public is too easily fooled and too easily whipped into frenzy. There is a widespread glorification of simplistic thinking and over-reaction. Those of us who take this into account can be better prepared for success in the 21st Century America.

Vik
Monday, July 19, 2010, 01:09 ET
Hey Will,

I agree with your assessment 100%. It's unfortunate that this issue has gotten as much sensational press as it has, and I think it provides an important (and unfortunate!) reminder that we need to take the news with a grain of salt. Ultimately a business is a business, and media is no different -- if eyeballs drive advertising, and advertising drives revenue, then it shouldn't be a surprise that salacious news gets the top billing.

Vik

Gerry Cobley
tsspartners.com
Monday, July 19, 2010, 01:13 ET
You are being too kind to Apple. I am a big fan of Apple design, and this is the first time they have shipped a seriously flawed product. Worse still, they are being somewhat disingenuous about admitting it.
I am not going to return my iPhone 4, as it is a wonderful piece of technology in every other respect, but any antenna engineer should have known that an external, metal antenna at 2GHz is a bad design, and it does force me to think about how to hold the device.
Not up to Apple standards...

Tuesday, July 20, 2010, 09:04 ET
This is a good blog, it is encouraging to see people giving value
through great post.Thanks

Tuesday, July 20, 2010, 09:21 ET
You have to be kidding!

After watching Jobs and Apple attempt to completely demolish an excellent Web Standard like Flash just so he can corner the market on Apps... and his constant barrage of derogatory remarks toward Adobe and Flash programmers, Turtleneck-boy deserves antenna-gate and much, much worse...

Personally, I'll savor watching him, his company and the moronic little Apple-sheep sink into oblivion... Apple has made a lot of enemies with people, like me, who count the most in this war - Web developers - including Flashers.

Apple stock sunk yesterday in an up-day for the market. It's just the beginning of the end. And it couldn't happen to a bigger jerk.

Wednesday, August 18, 2010, 10:01 ET
It's interesting to see how all of the negative press in the geek media hasn't changed the way the Iphone is selling in the least. what other companies would not feel this occurence in such a way?



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