• Cult of Mac, Tuesday, July 13, 2010 12:38 PM

Various PR experts are telling CultofMac.com that an iPhone 4 recall is "inevitable" now that Consumer Reports has concluded that the phone's "Death Grip" antenna issue is a hardware flaw. "Apple will be forced to do a recall of this product," Professor Matthew Seeger, cited as an expert in crisis communication, tells the blog. "It's critically important. The brand image is the most important thing Apple has. This is potentially devastating."

Dr. Larry Barton, another expert in crisis management and author of "Crisis Leadership Now," said: "Apple needs to put this fire out now ... There has to be a military-like response to this issue. And we have not seen this kind of urgency." Dr. Barton tells Cult of Mac that Apple should quickly issue a statement that either strongly refutes Consumer Reports' tests; or admit the issue and details some kind of hardware fix.

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