I agree with you there is no more that Apple can do at this point that replacing the faulty screens, the problem is that in the most of the cases it seems that Apple is refusing the replacements because IR is "within specs" in their own terms and is continuing to selling as if nothing happened. So it is not a matter of just asking for a repair since the repair may be refused, and from the reports here, this is happening more often than not. Apple is responsible for testing their own products before releasing, and you are buying an Apple product here, not an LG product I think.
Sadly we live in an unperfect world and is understandable that mistakes happen, and unexpected problems arise. What makes the difference in reputation and customer trust is the way you handle the problem. The problem is well known since 6 months now, and Apple had many choices as a company:
- the choice of putting a halt on production with LG screens until the problem is fixed and make an official statement for customers that already purchased the faulty screens. Of course this had implied a loss for Apple with a big batch of useless LG screen stock and delayed shipments of Samsung rMBP.
- the choice of consider IR is "within spec", then making an official statement on this and putting a note in the product specifications (because it is in the spec) so it is clear from start to the customers the problems of this new technology. Of course this is not very smart for a marketing point of view, by telling people "be aware, my product has a problem" you will reduce sales, so again a loss for Apple.
- the choice of telling nothing, take the money, hope that most of the customers will not see the problem (since it appears and worsens over time), then make a test that tell is "within spec" for most of the complaining except the worst cases and so limiting screen replacements for the most of the people. In the meantime put in the market a new 13 inches model with the same problems so you can sell more rMBP and continue growing the bubble. Well, in the short term it seems clear that Apple is limiting the monetary losses, but I do not see how this can have a good ending in the long term, neither for the company or its consumer base that will feel basically ripped.
Companies are not charity and their purpose is to make as many profit as they can, there is nothing wrong with that. But if there is one company in the world that could afford taking one of the "honest" options when faced with the choice between keeping their customers happy and taking the money and run, this is Apple. They are selling their products as high-end, luxury items with margins that outclass the competition, not telling the upgrade pricings on memory and storage that charge 2 or 3 times the market price. They have a pile of cash in their accounts, as many that they can buy entire countries. And strangely they act like a sneaky company that tries to cut the losses and take as many money as they can by misleading their customers. This may be deceiving for some, even more after having spent 3000$ on a laptop... So I do not think it is unfair that affected people is blaming Apple because the way they are handling the problem, not for the problem by itself.
