Honestly, I never thought I’d hear today’s version of Apple say such a thing: “We missed the mark with this video and we’re sorry.”
Then again, the natives don’t usually show up at Apple’s door, pitchforks in hand. However forced the apology might have been, kudos to Apple for respecting customers enough to admit its error.
That said, given that Apple “missed the mark” by a few light years, it’s fair to ask: How the hell could this even happen in the first place?
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Two days before Super Bowl LVIII, The New York Times reminded us that it‘s been forty years since Apple made advertising history with the 1984 Super Bowl ad introducing Macintosh.
This year also marks a related milestone—it is the twenty-fifth anniversary of Apple’s last Super Bowl appearance, built around the menacing computer from 2001: A Space Odyssey. By no means was Apple’s HAL a 1984-sized triumph, but neither was it a Lemmings-sized disaster. It was a spot that Steve Jobs was very much proud of, and had no regrets spending millions to run on the Super Bowl.
With the Big Game’s thrills still hanging in the air, I thought this was a good time to re-publish the story I wrote seven years ago. It’s the story of Apple’s HAL, from start to finish, and a bit beyond. If you have the time—and trust me, you’ll need it—it’s a fun bit of Apple history. Enjoy!
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You never knew exactly how Steve Jobs would react when you presented a new idea. The only thing you could count on was his brutal honesty.
But, even if he rejected the work, all was not lost. It was simply part of the process. Steve knew that creative work is often iterative, so we’d keep at it until we arrived at a place we all loved. It was a process that actually deepened our relationship over time.
That said, one meeting is seared into my brain because Steve made a particularly biting comment. Not seeing anything he liked in a range of work, he said, “Oh, so you put the B-team on this one.”
Ouch.
In those few words, he questioned how seriously we took the assignment, not to mention our ability to see the difference between “great” and “good enough.” Message received loud and clear. An error in judgment never repeated.
This memory came to the fore because that’s exactly how Apple’s Halloween Eve event made me feel—like the assignment had been relegated to the B-team.
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Okay, it took me forever, but I finally got around to watching the 2023 iPhone event.
Why so long? It’s all Apple’s fault. The more they announce new products in these prepackaged events, the less I feel like watching.
My viewing did not change my opinion of virtual presentations. Instead, in an odd way, it got me thinking about the power of AI. Not that Apple used AI. to generate the script—rather that AI could have written the script, and few would have noticed.
That’s because what Apple is doing is exactly what AI is so good at. They’re writing a script based on the show before. And the one before that. And the one before that. They’re stuck in a loop where a parade of presenters describe new products, minus any emotional connection.
ChatGBT wouldn’t break a sweat pulling that together.
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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.
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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.
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Blue robotic eye, vertical, isolated