Steve Jobs is a class act. “We’re not perfect, and phones aren’t perfect either,” Jobs said in a press conference today, “but we want to make all of our users happy.” Now, it’s one thing to claim you care about customers; it’s quite another to show that you do. And show is exactly what Jobs proceeded to do next. Upset about the iPhone 4’s alleged signal loss? Apple is offering full refunds for the next 30 days. Concerned about signal loss but want to keep the phone? Through September 30, Apple will give you a free case for your trouble. 

I think the iPhone kerfuffle is much ado about nothing, a point that Jobs didn’t shrink from making. But the refund and case offers are a great show of good faith. 

Trust is a major brand attribute. There is no better way to build trust than by taking trustworthy actions. Kudos to Jobs and Apple.

—Steve Cuno