Sometimes it's the little things that trip you up. Take Nokia's new Lumia 920: pretty good phone, loads of interesting new features, and an excellent camera all told.
Yet for a lot of people, what they remember most clearly from Lumia launch week is the fact that the Lumia 920 gets to use the name PureView despite not having a zillion pixels on board, and that the video footage of its OIS magic in action wasn't actually shot on a Lumia 920 at all.
But it gets worse. No sooner had Nokia muttered a sheepish “sorry” for “simulating”, rather than actually showing, the 920's video capabilities, than it emerged that other promo material for the phone – including several still images – had also been “simulated”. Cue another apology.
Why the big deal? Well, because the footage and images in question are being expressly showcased as proof of how good the Lumia 920's camera is, and that even if Nokia was forced into using simulated evidence for whatever reason, it should have clearly disclosed this instead of hoping nobody would notice.
To compensate, Nokia now says an “ethics officer” will conduct a review and submit an independent report on exactly how the whole sorry tale came about. Should make riveting reading.
No matter how you feel about it, just like the argument over using the PureView label for the Lumia 920's camera in the first place, the point is it's an unnecessary distraction from what was otherwise a solid (if unspectacular) statement of intent from Nokia.
But throw in the basic fail of not having pricing or release dates sorted before announcing the new Lumia duo, and Nokia is left counting the cost of getting just a few small details wrong at a time when it needs everything to be going right.