Would it kill them to say "We're sorry about the keyboard problems. Here's what we did to try to address them"?
My future buying decisions will depend a lot on my confidence level in the keyboard.
My future buying decisions will depend a lot on my confidence level in the keyboard.
(Of course, with $100bn+ in cash, they probably should do this, but I can see why they wouldn't.)
2- Apple's marketing strategy has always been to declare themselves geniuses that make magical product. Explaining that they are just like any other company and also completely screw up goes against that.
I don't think people really care about apologies. They just want a working laptop.