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Tag: Tim Cook

An Open Letter To Apple CEO Tim Cook

Posted by tomwiles at 3:51 PM on October 5, 2012

ear Mr. Cook,

Like many people, I converted to Apple products because it represented real value. My first Apple computer was a second-hand Mac Mini with a Power PC processor. I was impressed by the fact that a clearly obsolete machine could remain so useful and usable at several years of age, when other older computers of the same vintage were long gone.

My next Apple product was a white plastic MacBook with an Intel processor, which is now six years old. Impressively, the machine still remains highly functional today.

Since then, I went on to get a seventeen inch MacBook Pro, two Intel Mac Mini machines set up in home theater configurations, two iPod Classic MP3 players, an iPad 2 and an iPod Touch.

Apple purchases were easy to justify. An Apple computer might cost three times as much as a competing piece of hardware, but the Apple operating system could usually be counted on to continue to function years longer than a competing Windows counterpart. Back in those days, Apple machines were also repairable. My seventeen inch MacBook Pro has been repaired twice, and I’ve replaced the battery myself once.

In my mind, the Apple brand represented usability, innovation, and long-term value. It was easy to recommend Apple products to friends and family, because genuine value was present.

Unfortunately, in the past year or so there has been a change. Recent product releases have failed to excite me. New Apple laptop computer designs present hardware that is close to being non-repairable and disposable. Apple has become a high-end disposable Bic computer. In the realm of phones, Apple, once the innovator, is now failing to catch up to competing Android phone features. Apple seems to be preferring to go down the path of suing competitors such as Samsung in a desperate attempt to cling to past glories, rather than continue to experiment and innovate towards future effulgences.

Apple founder Steve Jobs was a brilliant innovator, albeit with some flaws – i.e., he tended to be controlling and manipulative. As a genuine innovator Mr. Jobs was ultimately successful in spite of those flaws, not because of them. It’s been a year since the death of Steve Jobs. I fear the remaining imprint of Steve Jobs on Apple as his personal innovation fades is deteriorating into Apple embracing the skeleton of the dysfunctional parts of the Jobs personality. The genuine innovator at Apple died a year ago. Growing tendencies toward control and manipulation remain.

Steve Jobs created an unprecedented amount of momentum, which Apple still benefits from today. Apple, now at its pinnacle has reached unbelievable heights even as there is an unnoticed malignancy.

For me, the thrill is gone. IOS 6 diminished my iPad 2 experience. I rely heavily on Google Maps, including both the satellite view and Google Street View. The new Apple satellite images in IOS 6 are clearly inferior and fuzzy when compared directly to Google’s superior satellite images. Street View is gone. The YouTube app is gone. Apple has embraced Steve Jobs’ desire to punish Google for coming up with Android and daring to compete with the iPhone. The removal of Google Maps and the YouTube app in IOS 6 is a move born out of spite, not innovation. Actions taken out of spite are always a mistake.

In Apple’s more humble past there has always been a core of users, often dubbed the “Mac Faithful” that would stick with Apple and buy their products no matter what. In recent years, under the renewed leadership of Steve Jobs, Apple was able to finally move into the mainstream, picking up a vast bulk of new customers that lack this zealous loyalty. People like me were enticed to buy Apple products by the genuine value they offered.

As a long-time consumer of technology, I lack this Apple zealoutry. My loyalty extends only to products that offer good value. I can only speak for myself, but at the present time I don’t see myself buying any additional Apple products anytime soon. I am wondering how many other recent Apple customers share my lack of loyalty?

What has befallen Apple is unfortunate. It was always fun watching the presentations of world-changing innovations. These days, not so much.

Sincerely,

A now-unhappy customer.