The internet is awash with reports of problems with the iPhone 4, the most common being a design flaw with the antenna that leads to dropped calls.

Problems with new products are not unexpected. In fact, many early adopters of technology will tell you they expect problems.

Regardless of whether Toyota was slow, ignorant or delusionary to the faults in its vehicles, one thing it has finally done is to say “We are sorry”.

Much criticism of the company is anchored in the belief that Toyota was slow and unwilling to take responsibility for evident technical problems. The time it took for Toyota to ‘come clean’ is, itself, a source of anger.