Apple in the Steve Jobs and Tim Cook era doesn’t make many mistakes. Back up a few years and you’ll find a few public faux pas but nothing so obvious and so grating as to leave a bad taste in the mouths of a few million customers.
The Cube? Nice, overpriced, not much of a mistake because so few were sold. Antennagate and Bendgate? Much ado over not much, right? Apple is on a roll of epic proportions and even when it makes an obvious mistake (buying back $100-billion in stock because it couldn’t figure out what else to do with so much money) who cares? The stock is at record levels.
Here’s another obvious Apple mistake and this one won’t bite the company, either.
Out Of Storage? My Bad!
Few of us who are board certified Apple Watchers would disagree that Apple made a mistake by selling new iPhones and iPads with a mere 16GB of storage.
What was the company thinking? 16GB is not enough. Almost half of that is taken up by iOS 8. Throw in a few dozen apps, a few hundred photos, a few dozen movie clips, and a thousand songs, and there’s no room to upgrade to the upcoming and much needed iOS 8.2.
16GB allows Apple to advertise a lower price tag to compete with the plastic riffraff of Samsung and competitors, but who wouldn’t argue that 32GB should be the minimum storage for any new iPhone and iPad?
Apple’s infinite wisdom ignored 32GB as a storage option, creating a gap between 16GB at the entry level, and 64GB at the next level up. Granted, for the iPhone there’s a mere $100 difference between 16GB and 64GB for four times the storage, but many customers will not know the difference that $100 makes.
Otherwise, why even bother with an iPhone 5c (a mere $100 less than the iPhone 5s)? Because Apple is more clever than many of their customers.
Apple will sell many millions of new iPhones and iPads to eager customers, each with a measly 16GB of storage. When that paltry space runs out in a few months or a year or so later, the customer will need to upgrade to a new iPhone or iPad to enjoy more storage capacity.
Who’s to blame? Not Apple, of course. The customer surely knew what they were buying at the time, and if they didn’t want to cough up an extra $100 for four times the storage, Apple can’t be held responsible when storage runs out in a year.
From that perspective, Apple definitely is managed by clever executives who recognize the company won’t be blamed (much) when iPhone or iPad storage runs short, and, indeed, will benefit again because customers may upgrade sooner than planned to get more storage with their next purchase.
So, how is the entry-level 16GB of iPhone and iPad storage a mistake for Apple? It means Apple is not afraid to manipulate customers to its own advantage. That’s a mistake.