Computer Support Blog

Last week, Apple issued a statement describing a minor problem that can occur with some first-generation iPod nanos. One All Things D writer notes that whereas other companies might initiate a recall, the iPod manufacturer initiates a “Replacement Program.” As is often the case when it comes to Apple PR, the company is handling the issue smoothly, and to its credit, quite effectively.

According to Apple’s website, the company has determined that the battery in some 1st generation iPod nanos can, in rare cases, overheat and pose a safety risk. From the company’s statement, it doesn’t seem as though the recall—sorry, replacement program—is the direct result of regular battery problems, but rather a mere precautionary step. “While the possibility of an incident is rare, the likelihood increases as the battery ages,” says Apple’s statement.
Apple’s website advises users to stop using the iPod nano and send it in for a replacement, free of charge. Users whose iPods are potentially faulty will receive a replacement iPod within six weeks, though they are still responsible for their own music transfer. At-risk models are determined by serial number.

In many ways, Apple is going above and beyond to tackle this problem. Sure, it’s spending some money on replacements, shipping and a little bit of damage control, but the company sure knows how to do all these things well. Apple has always been fairly transparent about problems with its products, always offering replacements or upgrades to fix them. But it’s not just the reparative steps that Apple takes in response to tech support problems that make its PR so effective; many would argue that it’s the company’s attitude towards customers.

The company has succeeded in establishing a following so dedicated that it’s hard to imagine how badly Apple would have to screw up in order to lose some of its fans. Apple customers trust one source of authority when it comes to judging Apple products, and that source is their tried and tested interactions with Apple’s products, all of which continue to prove to be solid, powerful, incredibly user friendly, and elegant.

From Apple’s perspective, having such a loyal following is naturally a great thing. It means that users are more likely to tolerate company mistakes, which in turn means that mistakes are more likely to cost less. From the customers’ perspective, belonging to a familial kind of organization (familial on a very large grand scale) means that they can expect better treatment and better products. In the end, Apple’s tactful PR and customer care attract loyal users, and loyal users push the company to keep its high standards. Everyone wins.

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Filed under: apple, computer repair, Computer Support, mobile phones, rescuecom, tech support