Steve Jobs has taken to the stage in Cupertino to offer free cases to all disgruntled iPhone 4 users.
Apple has acknowledged there's a problem with the antenna and has offered users a free case as a way to rectify the issue.
However, Jobs said Apple can't make enough Bumpers to offer everyone one of those, so will be offering alternatives:
"We're going to send you a free case. We can't make enough bumpers. No way we can make enough in the quarter. So we're going to source some cases and give you a choice."
iPhone 4 refunds too
Users who have bought an iPhone 4 bumper will be able to get a refund, and the refunds will apply to all iPhone 4s bought from opening day to 30 September.
Users will also be able to return (undamaged) iPhone 4s to Apple stores for a full refund with no restocking fee up to 30 days after purchase, as the company clearly goes into damage limitation mode.
Early estimates predict this could cost Apple up to £120 million if everyone eligible for the case takes up the offer, but this is miniscule compared to the cost of a full product recall.
You can see the full report of the Apple iPhone 4 press conference here.
TechRadar has contacted a number of Apple iPhone case and peripherals manufacturers to guage their response to the latest news.
Stay tuned for updates.
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