Something very serious is happening to Apple. I am not given to melodrama or overstatement. And it would be overstating by a considerable margin to describe Apple as rotten to the core. But the fruit of a once great company is looking seedy, tarnished and blighted of late. It certainly isn’t the way Steve Jobs would have done business.
Apple was once a brand synonymous with reliability and innovation. It drew in customers with its magical, consumer friendly, wizardry. Gadgets, that looked state-of-the-art, attractive and did phenomenal things. But I think it’s now safe to say the magic has left the building. It’s been replaced by one blunder after another. And the product launches, proudly proclaiming the latest innovation, are looking more like catch-up than innovation.
The company keeps doing dumb things. Firstly, there were the holes in its security you could literally drive a truck through. Hackers were able to exploit the security weakness and gain access to the private photos of celebrities. Many of the photos showed people in a state of undress. These photos were then scattered over the internet. Things got a whole lot worse for Apple when it was revealed it knew about the security hole in its system, for six months, but did nothing about it. The carefully crafted Apple image of being an impenetrable fortress where all of your very private information could be kept securely, evaporated overnight.
Then just recently, the launch of the much, hyped iPhone 6. This was touted as Apple’s answer to the market gains of its major competitor, the Korean giant Samsung. Once again a very different Apple fell from the tree literally. A technical glitch meant the live streaming of the event didn’t work. Oh my God. The old Apple would never have allowed this to happen. It would have worked flawlessly just like their products. But in keeping with all Apple announcements, there was that expect the unexpected moment: the release of the new Apple watch. This was more like the Apple of old. The kind of breakthrough innovation that Steve Jobs would have been proud to put his name to. It is a device that takes all of the shortcomings already known about these kinds of devices and fixed them in one gorgeously designed bundle. Then Apple dropped the ball completely. It did not say you can go immediately into any Apple retail and online store and buy the Apple watch. That would have got everyone excited and believing again. Instead, the watch won’t be available for six months. Talk about an anti-climax. What were they thinking?
Then Apple delivered the coup de grace. It was a PR disaster of epic proportions. I am talking about their not so great, U2 music promotion. What seemed like the most generous music giveaway in history, installing the new U2 album, Songs of Innocence, directly into the library of the company’s half a billion iTunes subscribers, very quickly turned to custard. Social media was awash with people complaining they were getting a product they didn’t want or ask for. It was meant to benefit both Apple and the band but Apple was forced into creating and releasing a tool so that iTunes customers could remove the album from their library.
The next major cock-up is something I would never have thought possible. Apple has always done very well with the release of their iPhones. So no surprise iPhone 6 and 6 plus prompted consumers to line up for days to get their hands on the new devices. But it wasn’t long before the complaints started rolling in. Some of them unjustified but others were inexcusable. There were complaints that the iPhone 6 was prone to bending. To be frank so would anything if you apply enough direct force. The second complaint was sadly all Apple’s fault. The company released a phone update that, of all things, took away the device’s fundamental feature: the ability to use it as a phone. The other key feature of iPhone 6, Touch ID also didn’t work. The old Apple would never have allowed something so fundamentally flawed to pass quality control. Maybe it was an indication of how badly Apple has slipped in its market share that it felt the need to rush the release of a product that still had major flaws in its design. Then Apple compounded what was already a disaster by releasing a software fix that didn’t fix the problem.
So where does that now leave people like me who are lovers of everything Apple? Sadly I hear a little voice inside me asking the question: Do I still want to buy this fruit?