iPhone 4, iOS 4.0: Scare Away The Customer

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Apple makes beautiful devices.  But, the message for the iPhone 4 update is so scary that it erased any giddyness I might have had for the device:

Updating to iOS 4.0 will delete all media, including iTunes Store purchases. To preserve your media, apply this update on the computer where you sync music, videos, and photos.

This super scary and unfriendly message runs counter to the Apple brand and the devices they manufacture.

I cancelled the update.

If You Were Apple

What would you do? What’s an appropriate copy for this message?

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