I think they are in a bit of a hard spot.
I mean showing how other smartphones have the same issue with attenuation neutralizes things a bit, but I think having the antenna behind plastic helps to some degree. Apple with this new design 1) simply doesn't have the space to put or relocate the antenna to where it was on the 3GS the iFixit breakdown shows how dense the iPhone4 is and as shown in the video the 3GS suffers from the same issue anyway. 2) coming up with a new antenna design will take a lot of time and will need to be resubmitted to the FCC. not saying that they won't eventually change things, but hitting the Holiday Season is a little too aggressive IMO.
I think the best thing they can do is try to coat the antennas some how and if this can be done by swapping out parts at an Apple store that would be better than sending your phone in and not having it for a week!
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