I was interested to see how Apple handled the battery recall, so I went to the UK site. No mention on the homepage. I went to the US homepage - still no mention. Even when you click the Hot News (unfortunate name) link, no hot news.
I found this pretty surprising. If, as new stories suggest, the batteries are possibly a danger to loyal Apple customers (arguably the most loyal/evangelical brand advocates in the world), why not let them know in the most obvious and open way, before they burn themselves again?
It wouldn't be difficult. Stick it on the front page. The fact that Sony made the batteries means that Apple could put a little distance between their brand and the problem as well, if they felt that was the right thing to do.
I imagine that they thought about all of this. The 'hot battery' problem has been around for a while, so I guess that they didn't announce the recall until they were ready to deal with the logistics involved.
But Apple seem to have chosen to keep quiet. Indeed, I only found a link to the relevant support page at the bottom of a page on msnbc.com that I found via digg. The support page is good. It does the job. But it's buried, and seeing as this story is on all news programmes everywhere, burying it seems a little daft.
Anyway, I think my battery might be affected - if it is, I'll blog the results of the recall process and we'll see if Apple get it right. And maybe by tomorrow morning they'll have started talking about the problem in a slightly more open fashion.
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