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Bruised Apple

Kellogg's Tim Calkins says the iPhone 4 is Apple's first taste of brand crisis

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July 21, 2010 | by Brendan Cosgrove

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EVANSTON, Ill. --- Shares of Apple have risen after the company announced it easily surpassed second-quarter earnings expectations. The stock boost comes despite recent technical problems surrounding the company's iPhone 4 involving dropped calls when the unit is touched in a certain way. In this audio commentary, Tim Calkins, clinical professor of marketing at Northwestern University's Kellogg School of Management, discusses Apple's crisis management and the situation's impact on the future of the company's brand.

Topics: Opinion