What Factory-Scratched iPhones Tell Us About the New Apple

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Apple (NAS: AAPL) can hardly scratch its proverbial chin without stirring up controversy. And so it is that the brand-new iPhone 5 already inspired a couple of big complaints.

You've already heard all about the disappointing map app, and how iPhone users everywhere wish that Cupertino had stuck to its proven Google (NAS: GOOG) map solution. But that's actually the less interesting complaint, because the other one speaks volumes about the new Apple.

Some reviewers noted that the black version of the new iPhone scratches and scuffs easily. Some users even report unwrapping their brand-new phone only to find it pre-scratched. That's hardly the kind of factory conditioning you expect from a high-end device -- especially when its designer is known for fanatical attention to detail.


I mean, you might recall that Apple refused to ship white versions of the iPhone 4 for several months, just because the plastic home button didn't quite match the shade of white in the surrounding glass enclosure. iPhones sport expensive Corning (NYS: GLW) Gorilla Glass because Steve Jobs worried about his keys scuffing up a plastic screen in the pocket. The first iPhone was redesigned with glass covers just weeks before the scheduled release.

But that perfectionist mentality seems to be gone now. Phil Schiller, who runs Apple's marketing department, was confronted with the pre-scuffed iPhones. Instead of offering to fix the issue, he borrowed a different move from the late, great Jobs' playbook: "Any aluminum product may scratch or chip with use, exposing its natural silver color. That is normal."

That's more like the "you're holding it wrong" kerfuffle. It's not me, it's you. But even Antennagate ended up with a flood of free phone cases to mitigate the issue. We've seen nothing of the sort here -- at least not yet.

Sure, it's normal for anodized aluminum to show wear and tear. That's why I wonder if Steve Jobs would ever seriously consider using that material, especially in a mobile device that takes its fair share of rough treatment. Obviously, it's good enough for Schiller and efficiency-minded CEO Tim Cook. If star designer Sir Jonathan Ive put up a fight here, he was overruled. This from a company where designers used to hold more sway than engineers or cost controls.

"Good enough" wasn't good enough under Steve Jobs. That's changing now. Is Cupertino's new direction a turn for the better, or for worse? Share your thoughts in the comments below.

Apple is going to need to stay vigilant and adjust its designs to meet consumers' needs. In our latest premium research report, our analysts have dissected the tech giant from every angle, giving you the opportunities and pitfalls that Apple will face. For less than a week's worth of coffee you, too, can gain an investing edge. Click here to get this premium report on Apple.

The article What Factory-Scratched iPhones Tell Us About the New Apple originally appeared on Fool.com.

Fool contributor Anders Bylund owns shares of Google but holds no other position in any of the companies mentioned. Check out Anders' holdings and bio, or follow him on Twitter and Google+. The Motley Fool owns shares of Google, Apple, and Corning. Motley Fool newsletter services have recommended buying shares of Apple, Corning, and Google. Motley Fool newsletter services have also recommended creating a bull call spread position in Apple. The Motley Fool has a disclosure policy.We Fools may not all hold the same opinion, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days.

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