Ending Free iPhone 4 Case Offer, Apple Gets in Parting Shot

Announcing the formal end to its iPhone 4 case program, Apple couldn't resist getting in a parting shot at critics who complained about Apple's handling of antenna problems affecting the iPhone 4.

"We now know that the iPhone 4 antenna attenuation issue is even smaller than we originally thought," Apple said Friday in a post on its website. "A small percentage of iPhone 4 users need a case, and we want to continue providing them a Bumper case for free. For everyone else, we are discontinuing the free case program on all iPhone 4s sold after September 30, 2010. We are also returning to our normal returns policy for all iPhone 4s sold after September 30. Users experiencing antenna issues should call AppleCare to request a free Bumper case."

And so Antennagate ends with nary the drama with which it began. Under pressure from consumer advocates and some on Wall Street who complained that reception problems affecting the antenna on its new smartphone were real, Apple began offering iPhone 4 users free protective bumpers in mid-July. But even as he sought to smooth over any lingering resentment felt by customers, CEO Steve Jobs made it clear right throughout that he felt this was a proverbial tempest in a teapot. During a media briefing held to announce the bumper giveaway, Jobs said that iPhone 4 return rates were 1.7% compared to the earlier 3GS version, where the return rate was 6%. At the time, though, he did acknowledge that iPhone 4 calls drop more frequently than calls made on the iPhone 3GS.

For customers, the new policy means that Apple is replacing its across-the-board free case offer with one that will judge requests individually. The company is also re instituting its usual standard 30-day return policy.