I think that Steve Jobs had some good phrases in his apology, but they were clouded by his tone and pompous attitude toward the early iPhone buyers.
"We need to do a better job of taking care of our Apple customers. In trying to provide more customers with the opportunity to buy the iPhone, we jumped the gn. We offended our early iPhone customers, and for that, we are truly sorry."
I also think that in trying to protect the brand name of Apple, the company should have had more clout in choosing what messages were sent out to the public in this case, how the messages were sent and who sent them. Steve Jobs has too much power in the company.
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