Apple introduced its new smartphone with the first generation iPhone Duo and attracted great industry interest. However, right after launch, defect problems on the screen caused consumer and media criticism to accelerate rapidly. In particular, numerous reports of screens flickering irregularly and changing colors were reported, severely burdening brand trust.
Apple had been emphasizing quality inspection and hardware performance before the launch of the generation. However, as the defect of the Duo became widely known, the company reorganized internal review and new CEO Jang Yoon-sung took leadership. The CEO put “user satisfaction” and “future design” at core, and declared urgent measures to solve the problem.
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Apple announced an official apology regarding the defect, and proposed measures to reexamine the product and provide consumer compensation. Industry experts foresee that this incident will serve as a reminder of how important quality control is in smartphone market.