Under-pressure iPhone 4 maker Apple appears set to address the issue that has plagued the company over recent weeks since the iconic phone was released.

It’s being widely reported that the company will make an unprecedented press conference to address the issue of the iPhone 4′s antenna and failing reception.

Three days after it launched, Apple was crowing it had already made 1.7million sales but reception problems quickly began to surface as users suffered reception drop-outs.

Apple’s first official response to the issue was to say that the phone was fine, that there was nothing wrong with the antenna and that reception level issues were only perceived through faulty software coding of the signal strength indicator bars.

The company said that an update for this error, which also exists in all previously released iPhones, would be released in the coming weeks.

However, the respected US journal Consumer Reports earlier this week came out and said that the iPhone’s signal drop-out problems were real and not just a software bug.

Up until this point, Apple had been happy to ride out the storm of growing unrest but it appears as though the Consumer Reports’ apparent confirmation of antenna issues with the iPhone 4 has been the catalyst for this latest development.

According to reports in the Sydney Morning Herald, it is rumoured that the company will either give consumers the option of a replacement phone or a rubber “bumper” surround that stops the antenna issue from occurring.

Technically, the problem with the iPhone 4 is that the design of the external antenna to the case means that it can be bridged by a finger when held a certain way in the left hand. The bridging of the antenna causes the signal loss and call degradation. The bumper surround provides an electrical isolation so that your skin can’t bridge the antenna and it continues to work as expected.

The company is said to be holding the special press conference on Friday, July, 16 US time.

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