Emil Ahlén had a shock the other night when he was woken up by the smell of burning. Glancing down at the floor next to his bed he saw that his iPhone was in flames.
Metro reports that Ahlén, who bought the phone from Swedish mobile operator Telia, had only owned the phone a month.
“They offered to repair the phone or exchange it,” Ahlén told Metro. “But I’ve said there’s no way I’m having another iPhone.”
The interesting thing about this report isn’t just the fact that the mobile overheated and caught fire. It’s that Telia wouldn’t let him exchange the phone for a different model. Or at least, that’s what they told him initially, reports Aftonbladet.
After the piece was featured in the press the company’s PR officer Irène Krohn admitted they’d be talking to Mr Ahlén again but basically dished out the usual “no comment.”
What a great opportunity for them to tell a different story about themselves and build their brand.
Here’s what I Irène should have said:
“We were very concerned to hear about this incident and are treating it very seriously. We’re looking into the situation very carefully and will be contacting Apple about the matter. In the meantime, I’d like to reassure the many happy iPhone users in Sweden that we’re doing all we can to assess the situation. Naturally, we’re shocked about what happened to Mr Ahlén and will be happy to help him select another phone that he feels more comfortable with. Telia’s commitment is to ensuring perfect mobile solutions for all its users, no matter their requirements.”
Well, or something like that. Remember Telia, when you mention Apple the whole world tends to look so you have to treat your PR with a little care. Even if you’re talking in Swedish, stories can still get out in the world’s global language.
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