This document summarizes two incidents involving Apple products called "Antennagate" in 2010 and "Batterygate" in 2017. For Antennagate, some iPhone 4 users reported losing cell signal when gripping their phones, leading to reviews not recommending the iPhone 4. Apple held a press conference to address the issue. For Batterygate, it was revealed that Apple had slowed down iPhone performance for older devices to prevent shutdowns from aging batteries; Apple apologized and offered discounted battery replacements. The key lessons from these incidents were for Apple to avoid false claims, apologize when needed, explain technical issues, and be more transparent.

1. Apple’s
Communication
Lessons Learned
from Antennagate
and Batterygate
1Dmitrij Petrov | English for Business Purposes

2. 2

3. Overview
Anntennagate
Batterygate
Lessons learned
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4. Antennagate (2010)
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Loss of signal, yellow screen….
Consumer Reports doesn’t recommend iPhone 4
Apple holds Press Conference

5. 5

6. Batterygate (2017)
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Apple throttles performance on >= iPhone 6
Admits & explains reasons behind the problem
“We apologize”  $30 for battery replacement

7. Lessons learned
No false claims
1
Apologize
2
Explain
mitigation
3
Be transparent
4
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8. Sources
• http://www.businessinsider.de/apple-batterygate-how-older-iphones-slowed-down-and-why-its-a-big-deal-2017-12
• http://www.businessinsider.de/apple-explains-why-older-iphones-appear-to-be-slowing-down-2017-12
• https://mobilenet.cz/clanky/afera-antennagate-a-apple-iphone-4-jak-to-vlastne-bylo-5461
• https://youtu.be/iKXEg6w9DQI?t=5s
• https://youtu.be/VMl_71dqeR8?t=6s
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