Apple needs to make a better phone

The Apple iPhone 4 has raised the bar for things like form factor and elegant software but this is the fourth Apple smartphone that cannot reliably make calls or receive text messages. It's time for consumers to hold Apple's feet to the fire for not being able to make a good communications device.

For a long time, Apple was able to not say anything and have the public point the blame at AT&T. This was very simple because many people already hate mobile phone operators and it surely couldn't be Apple's fault because well, it's Apple.

AT&T took private umbrage with this but it has been willing to take all the public relations flack because all these complaining iPhone users are still using an iPhone and paying AT&T a monthly fee. AT&T is not off the hook, however, as its network does still need a lot of work, particularly in the major metropolitan cities like San Francisco and New York.

It's becoming clear that Apple deserves more blame, though.

Putting aside the Motorola ROKR, Apple had no experience in the cellular market when it released its first smartphone. Reports suggest that AT&T had to give it a "crash course" in networking and frustrated iPhone owners know that lesson has not been fully digested.

The iPhone 4 was supposed to change all this because its stainless steel bezel would double as the antenna. Along with letting Apple create a super thin phone, this was supposed to increase reception and finally improve performance in areas with spotty coverage. This still hasn't worked.

Multiple first-day iPhone 4 owners are reporting that putting your hand on this antenna can lead to a demonstrable loss in signal. As ridiculous as it sounds, holding your phone while you make calls can negatively impact your call quality.

That's insane. Despite all the cool apps and great browser, this is a phone first and foremost and people are used to being able to actually hold their handsets while making calls.

What's even more disturbing about the latest reception woes is how Apple has responded to them.

An afflicted user emailed Steve Jobs and the mercurial CEO allegedly told him to just hold it a different way or use a case (Apple conveniently sells cases for $30). Apple then officially responded by suggesting users "avoid gripping it in the lower left corner in a way that covers both sides of the black strip in the metal band, or simply use one of many available cases."

This is such an arrogant and anti-consumer response. Instead of saying, "We're aware of this issue and looking into it," the company tells you that you're holding it wrong. It's not the poorly thought-out antenna design, friends, it's you. Stop holding the iPhone 4 like you're supposed to hold a phone, okay?

To be fair, this problem appears to impact a relatively small amount of people and I do think the iPhone 4 is still a stellar device. The handset will likely sell close to two million units by the end of the weekend and it just goes to show you how much consumers will put up with if they love the product.

This eerily brings up comparisons to Apple rival Microsoft, which has been able to make great strides with its Xbox 360 despite it being one of the worst mass-produced pieces of consumer electronics in history.

I was finally willing to bite the bullet and hop on the iPhone train with the latest version because the sleek styling and powerful software seemed like a mobile dream. My phone is often my livelihood though, so I guess I'll just have to choose between the DROID X, EVO 4G or some other high-end device that can reliably make calls.

Maybe I'm just howling at the wind by demanding my phone be able to make and receive phones calls. Despite the poor calling ability of every iPhone, Apple's bottom line has never looked better and it won't take this issue seriously unless consumers vote with their wallets.

Contact Marin Perez via email or follow @Marinperez on Twitter