Columnist: Apple’s silence on flaws is tarnishing image

Apple is widely known for its refusal to talk about future products, notes a recent Washington Post article, but its recent silence in the wake of widespread service problems with existing products such as MobileMe and iPhone may be hurting its relationship with its customers. Technology columnist Rob Pegoraro writes, “Poor communication can sink any gadget, but it’s worse on a Web service such as MobileMe. When these things malfunction, they often do so for reasons beyond our control or even comprehension…. So the companies running these services need to speak up, promptly and with sufficient detail to give users cause for optimism. ‘Trust me’ and ‘We’ll do better’ won’t do—not when users paying $99 a year can see the providers of competing, free services offering far more information to their users.” Pegoraro notes that while Apple’s secrecy on future products is a sound business strategy — one preferable to pre-announcing “vaporware” products that either arrive with significant delay or not at all — the company’s “don’t-look-behind-the-curtain tactics don’t work when customers just want to know that their purchase will work as advertised, or when would-be customers want reassurance that they’re not buying into a failed experiment.”

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