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Soon after the original iPhone launch Apple posted a letter apologizing for the price drop so soon after the initial launch. "We apologize for disappointing some of you..." http://www.apple.com/hotnews/openiphoneletter/

Like Cook's letter, it was reactionary and came after the price drop was poorly received. They've used this medium quite a few times for specific things (letter against Flash and against DRM). Generally, to clarify their current position or to apologies.



Good example, definitely shows this is not "unprecedented" as OP says. Except maybe for the "extremely sorry" part :)




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