Apple’s fury on German magazine about bendgate causes more PR damage
Apple is in the news one again, and yes, bendgate is still the reason. Apple has so much been mocked on this issue that even Chinese brands has joined the troll band. This time there were no bended iPhones but bended contracts.
According to German magazine Computer Bild, after hearing of the bendgate scandal just like almost everyone on the Internet did, they did an amazing YouTube video showing an Apple iPhone 6 Plus being tested under pressure. The video narrator was surprised the phone snapped under pressure and the video went on to yield over 200,000 views.
Somehow, Apple got hold of the video, and wasn’t as happy as some segments of the fans who appreciated the test. To show how serious they were, Apple went ahead to pull down all the PR contracts it had with the magazine and said it had barred the reporters from entering any Apple event — this is similar to what happened to BestMobs after writing this piece.
To appreciate the move, Computer Bild wrote a little nice open letter to Apple:
Dear Mr. Tim Cook!
Just like anyone else who is obsessed with digital technology we have eagerly awaited the new iPhone. We felt relief when the head of our telecom department one day shouted “Here we go!”, presenting an invitation to the great event. And certainly we took a flight, went all the way to California, just to tell our readers every detail about the device that you and your company have worked on so hard for such a long time.
When the iPhone 6 Plus finally hit the market we noticed a few reports on a possible problem. According to them the case seemed to be weak, “bendable”, to drop the evil word. Being popular for our tests with utmost scrutiny, we could not leave the subject without comment. Of course that required further tests since testing new products without any prejudice is our obligation to our readers.
And so we bought an iPhone 6 Plus, just to find out whether it was a singular problem or some kind of hoax. The test was quite simple, so we could easily record it on video. Just to prove that what happens is nothing but the truth.
To be honest: We were shocked about how easy it was to bend the device. And so were around 200.000 viewers who watched the video up until now. We can imagine that you and your colleagues must have been shocked, too. This might have been the reason why we got a call from one of your german colleagues the next morning. He was upset, and it was a rather short conversation. “From now on”, he said, “you won’t get any devices for testing purposes and you will not be invited to Apple events in the future.”
Dear Mr. Cook: Is this really how your company wants to deal with media that provide your customers with profound tests of your products? Do you really think that a withdrawal of Apple’s love and affection could have an intimidating effect on us? Luckily we do not have to rely on devices that Apple provides us with. Luckily, a lot of readers are willing to pay money for our magazine to keep us independent. So we are able to buy devices to do our tests anyway. Even devices of manufacturers that seem to fear COMPUTER BILD’s independent judgement.
Even if we are quite dismayed about Apple’s reaction, we won’t give up our principles: We will continue our incorruptible tests that have the same high reputation in the german media-landscape as Apple has for its products. So far. We congratulate you to your fine new generation of iPhones, even if one of them has a minor weakness with its casing. But we are deeply disappointed about the lack of respect of your company.
Editor in Chief COMPUTER BILD-Group
Apple is yet to comment on the matter though they have since commented on the original bendgate issue, saying that “only nine cases” were reported.
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