Talk about the best way to manage and stay on top of Crisis Management in Public Relations or Communications. This will be a new benchmark for PR industry.

Apple has probably got hit with their latest product the iPhone 4, however they do re-bounce nicely, probably handle it better than BP oil crisis.
They manage not to do a recall like how the public pressure is pushing, but solutions that are acceptable, Apple probably outdid themselves compared to Toyota and their recall.

Other companies will be scrambling to find the best PR agencies money can buy out there to shield themselves, which by the way this video reminds me of what PR do (a video by Apple). But no, they decided to face the media tigers, by sending in their best guy in - Steve Jobs.

Their recent press conference is a great way to smooth way by opening the updates to consumers, which is around 3 million circulating iPhone now.

They also went out of their way to damage control and kept their customer (aka me) happy:

• Calling the press conference and openly show their data, solutions. As well as stats from their side, remember people there is always two side of the story.
• Providing bumper guards for the phone up until September or for customers that have bought it. Second refund if customers are not happy.
• Update on their bar calculating algorithm, thank god for the iTunes and their ease of updating. I get frustrated with Sony Ericsson, Motorola for the uneasy software updates, in fact none.
• They've put on detailed info regarding the antenna problem, as well as reference on other mobile phones. http://www.apple.com/antenna
• Last part, Apple really pull the stops to show their ace in the sleeves - their technology testing ground. From the Cerberus room to read people's mind ehem I mean the secret lab the signals.

It is true, I have not met a single piece of technology that has 100% satisfy me, but I live with it, compromise one another.

We live in an imperfect world, as we are imperfect humans. What are you going to do about it, would like to borrow a line from Disney "keep moving forward".

Last note to Steve Jobs, a quote that inspires me and that you've done it "Alfred Pennyworth on The Batman: Why do we fall, sir? So that we might learn to pick ourselves up. ". Steve, although iPhone 4 is not in China yet, I will get one when it comes in, although I still love my 3GS.