I do feel that the 'initial' response to the 'complaints' and issues raised didn't seem to be addressed in a way that I would expect of Apple - there was talk of them subverting 'web chat' about it, and then Steve Jobs apparantly 'trivialised' the issues raised when he was queried about the 'reception problems' when it was held in a certain way by saying '"Just avoid holding it that way".
Apple have now reverted to type, and taken action - they are offering everyone a 'bumper case' that solves the problem with every phone purchased. They are also offering one to all those who have purchased 4G's previously, and crucially, offering 'refunds' to those who did actually buy the 'bumper' when they bought their phones originally.
But, have they 'reacted' quickly enough? I can't help thinking that because of the 'high expectations' many of us have with Apple, their response appears a little slow - I suspect that there may be many 'devoted' customers who were 'disappointed' with the 'poor experience'.
If any other organisation where, perhaps there aren't such 'high expectations', had responded in such a way, it may well have been seen as a real positive - by 'exceeding expectations' they would have had many 'delighted' customers.
It's all 'relative'. If you create 'high expectations', you have to 'deliver'.... consistently.
"We want to take care of everyone. We want every user to be happy" said Steve Jobs. Apple have estimated that it has cost them $175 million in deferred revenue as a result of this - the interesting thing will be to see what the 'cost' is to their 'brand' and 'reputation' in the marketplace longer term.
Raising expectations (which is a good thing) has to be supported by a consistently 'great' experience, even when things do go wrong!
Your customers expectations and the way you respond to problkems will determine whether they are 'delighted' or 'disappointed' - it's all relative!