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Home » Archives » September 2007 » Apple does right by its customers... [Previous entry: "bridal blues"] [Next entry: "My New Haircut"] 09/07/2007: "Apple does right by its customers..."
One of the things I really love about Apple is that they make all reasonable efforts to do right by its customers. I often tell the story about when I bought my first G3 and Apple sent a tech to my dorm room in WV to replace a part for me. For that one totally awesome act they have forever earned my trust.

Anyway. As many of you may have heard, Apple drastically lowered the price of the iPhone. ($200. Yikes. That's like 30%.) And people who bought it at the full original price are pretty pissed.

I personally say, dude, this is what you get for getting all swept up in the hype. How many times have you bought something, especially technology, only to have a better version come out in six months for half the price? DVD Players, perhaps? Anyone out there pay $1000+ for a DVD player that looked like crap compared to a $500 player that came out a year later, or a $50 player now?

ANYWAY. 2 months, which is how long the iPhone has been out, is a really short time...and in consideration of that Apple is going to be giving previous iPhone owners a $100 Store Credit. What follows is a complete copy of the open letter Steve Jobs issued to all iPhone users. To all iPhone customers:

I have received hundreds of emails from iPhone customers who are upset about Apple dropping the price of iPhone by $200 two months after it went on sale. After reading every one of these emails, I have some observations and conclusions.

First, I am sure that we are making the correct decision to lower the price of the 8GB iPhone from $599 to $399, and that now is the right time to do it. iPhone is a breakthrough product, and we have the chance to 'go for it' this holiday season. iPhone is so far ahead of the competition, and now it will be affordable by even more customers. It benefits both Apple and every iPhone user to get as many new customers as possible in the iPhone 'tent'. We strongly believe the $399 price will help us do just that this holiday season.

Second, being in technology for 30+ years I can attest to the fact that the technology road is bumpy. There is always change and improvement, and there is always someone who bought a product before a particular cutoff date and misses the new price or the new operating system or the new whatever. This is life in the technology lane. If you always wait for the next price cut or to buy the new improved model, you'll never buy any technology product because there is always something better and less expensive on the horizon. The good news is that if you buy products from companies that support them well, like Apple tries to do, you will receive years of useful and satisfying service from them even as newer models are introduced.

Third, even though we are making the right decision to lower the price of iPhone, and even though the technology road is bumpy, we need to do a better job taking care of our early iPhone customers as we aggressively go after new ones with a lower price. Our early customers trusted us, and we must live up to that trust with our actions in moments like these.

Therefore, we have decided to offer every iPhone customer who purchased an iPhone from either Apple or AT&T, and who is not receiving a rebate or any other consideration, a $100 store credit towards the purchase of any product at an Apple Retail Store or the Apple Online Store. Details are still being worked out and will be posted on Apple's website next week. Stay tuned.

We want to do the right thing for our valued iPhone customers. We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple.

Steve Jobs
Apple CEO