Apple is the market leader for mobile phones. Everything they do seems to turn to gold. This is the early story of the iPhone 4. Plagued with reception issues, Apple refused to deal with and were then forced to deal with the problem. Even a corporation as big as Apple needs a strategy in place.

This clip is from:
Marketing Mess-ups
First broadcast:
16 May 2011

Apple is usually a company with faultless marketing but how did a company like this cope with a major PR disaster? Marketing is about letting customers know what a company is offering – this clip can be used as an example of the implications of poor marketing decisions and what strategies need to be put in place to maintain that all-important brand image.