Apple rolls out free case program for iPhone 4 owners

As promised last week, Apple today rolled out its free case program for iPhone 4 owners who are having reception problems with the popular new smartphone.

Apple set up a Web page and a specialized iPhone app that tells iPhone 4 owners how to get a free phone "Bumper" or case.

The iPhone 4 Case Program applies to iPhone 4s bought before Sept. 30, and it requires iPhone 4 users to download a special application from Apple's App Store to get the free case. In addition to the rubber Bumpers, which encircle the metal antenna band that surrounds the iPhone 4's outer edge, the app allows users to choose from several plastic cases from third-party vendors.

iPhone 4 owners must sign in with an Apple ID to get access to the case selection, and once a case or Bumper has been chosen, the app no longer allows you to look at the cases. In other words, buyers must choose wisely, as it doesn't appear they'll have a chance to change the order after they make a decision.

Apple says the estimated shipping time for the cases is three to five weeks.

For those who already bought Bumpers from Apple -- they originally sold for $29.99 -- Apple says it is already refunding the purchase price, plus taxes and shipping fees. Customers who bought the Bumpers from an AT&T store must fill out a rebate form ( download PDF ) to get a reimbursement.

Today's move comes a week after Apple CEO Steve Jobs led an unusual -- and hastily called news conference -- to explain why the iPhone 4 appears to have reception problems when held a certain way and to offer free cases to iPhone 4 owners . That event, held at Apple's headquarters last Friday, highlighted reception "problems" of several smartphones , with Jobs stressing that all of them have reception or signal issues of some sort.

Apple continues to highlight antenna performance issues online.

Complaints about the iPhone 4's reception surfaced within hours of its debut, as buyers complained that touching the external antenna -- embedded in a steel band that encircles the case -- often dropped calls or caused the signal strength indicator to plummet. Apple acknowledged that holding the iPhone 4 could weaken the signal, but told consumers to hold their phones differently or buy a case. It also later released an update to the smartphone's operating system that more accurately shows signal strength .

The concerns about the new phone prompted Consumer Reports to warn that it could not recommend the iPhone 4 to buyers .

Despite the P.R. black eye caused by the reception problems -- a Microsoft exec last week compared it to Windows Vista -- Apple officials this week said the company continues to see strong demand for the device, which went on sale on June 24.

Even so, research firm IDC says the brouhaha around reception issues has prompted some current iPhone owners to delay upgrading to the new smartphone .

The iPhone 4 is offered in 16GB and 32GB models for $199 and $299, respectively. And, according to Apple's online store, an iPhone 4 bought today isn't expected to ship for three weeks.

Read more about macintosh in Computerworld's Macintosh Topic Center.

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