Apple is under pressure to either recall or fix the iPhone 4 according to public relations experts. The brand name of the iPhone and consumer opinion of the company are at risk.

With the reception issue of the iPhone 4 remaining unresolved, the iPhone?s market share has fallen. Consumer sentiment towards the iPhone 4 has turned negative, users seem to be turning away from the usually popular device.

In America, leading public relations experts have commented that a full hardware recall is inevitable. And if not announced soon, the effects may be devastating.

Expert in crisis communication, Professor Matthew Seeger said "Apple will be forced to do a recall of this product. It?s critically important. The brand image is the most important thing Apple has. This is potentially devastating.? when speaking to Cult Of Mac.

Author of Crisis Leadership Now and a leading expert in crisis management, Dr. Larry Barton commented that Apple needs to adopt a "military-like response" to the issue. Consumer Reports have also posted a blog stating that they can no longer recommend the iPhone 4 to consumers, and urge Apple to provide a fix:

"Apple suggested owners mitigate the problem by holding the phone differently or purchasing a case. But those solutions put the onus on consumers and skirt Apple’s obligation to offer a product that works consistently and reliably out of the box. We think it’s the company’s responsibility to provide the fix?at no extra cost to consumers."

There is speculation that Apple will simply offer free bumpers to all users to avoid a recall.