Steve Jobs’ letter of explanation to iPhone owners outraged by Apple’s decision to slash the high-profile
product’s retail price by some $200 was classic crisis communications 101.
In the text attached, Jobs explained why the price was cut, suggested ways in which he’d make it up to everyone who had stood in lines and paid full fare a few months back and also gave a quick primer on the realities of life in the tech sector’s fast lane. It was brief, but comprehensive; blunt yet empathetic.
The Jobs letter should be studied by CEOs everywhere as a classic example of crisis response: it’s rare and refreshing these days to see a leader who actually leads by example.
Thanks to Brendan Mullin for the idea.