Everyone loves a good story. Some people need a good story.
Tim Cook, for example. When Jony Ive decided to leave Apple in June 2019, Tim’s job was to reassure Wall Street that the departure of Steve Jobs’ spiritual partner was only a superficial wound.
The goal was believability, not transparency. After all, this is business. Very, very big business.
And so a story was spun.
Let’s give Tim credit for manufacturing a credible and effective tale. Then let’s wonder why no one ever poked holes in it.
Allow me to speak on behalf of the world’s 27-inch iMac owners:
THIS IS AN OUTRAGE!
Ah. Good. Had to get that out of my system. Honestly, I have never been so appalled at an Apple strategy. Between the launch of Mac Studio and the simultaneous death of iMac 27, we who have so patiently waited for an Apple Silicon-powered 27-inch iMac are suddenly left with only two options.
We can hang onto our aging computers and simply hope that a new iMac 27 will one day appear. Or we can spend more than double the cost of a typical new iMac 27 for a Mac Studio + Studio Display.
There are only two ways to explain what Apple is doing. It is either failing the transparency test miserably, or it is blatantly committing an act of corporate greed. Sadly, “all of the above” is also a possibility.
As a rookie copywriter struggling with headlines, my mentors warned me about two unforgivable sins.
One was trying too hard to be cool. The other was stooping to such overused tricks as puns and rhymes.
I rarely think about those days anymore, but every so often a headline grabs me by the throat and demands to be ridiculed. I, of course, am happy to oblige.
It happened right after the recent Apple event when I visited apple.com to learn more about the new iPhones.
Six years ago, Apple removed the Apple Store tab from its website.
No longer was there a central store-like place to visit online. Instead, each individual product page had its own Buy button.
File this under “Great Ideas That Aren’t So Great When You Really Think About Them.”
First, the new setup was counterintuitive. When we humans want to buy something, we instinctively look for a “store.”
Second, the online and offline Apple Stores were two sides of the same coin. One was simply the virtual version of the other. Suddenly that parallel was gone.
Imagine if the physical Apple Stores replicated the “improved” online buying experience.
One thing Apple unveiled in its recent Spring Forward event was enough to make me believe in miracles.
After nearly six frustrating years—six years!—one of the company’s most inexplicable design blunders was finally corrected.
Hello, new Siri Remote.
The shock got me digging into the past to examine Apple’s track record when it comes to fixing things that need fixing. Sorry to say, it isn’t pretty.
Here’s a look back at the more notable Apple mistakes—and how long they went uncorrected.