michael paul is a corporate crisis manager here in new york city. ar wasso is a technology analyst. good morning to both of you guys. >> good morning. >> michael, let me start with you, okay, this is somewhat new territory for apple. this is the darling of the technology world. they're used to people patting them on the back saying, you guys are hip, you guys are great. >> that's right. >> and how do you think they have to handle this at this news conference today? >> this is not only an apple but a steve jobs hit. he supposedly knew himself about a year ago from one of his techs. he said keep moving forward. so i think the bottom line here, though, is this rubber bumper is not going to be the fix. if i bought the phone a couple days ago and my buddy gets it 30 days from now and it's perfect, i want the perfect phone. >> in terms of handling a corporate public relations crisis and you're the expert on that, so far this company has basically taken the problem -- one problem approach. they can't have that tone at this news conference, can they? >> the