This is not an ‘America: Love It Or Leave It‘ diatribe. What makes America great is the ability to have an ongoing and honest dialog on any topic. No, this is a frank and loving expression of one of Apple’s dark sides; the prelude to an intervention.
6 Steps Because We Care
First of all, we need to acknowledge the obvious. Apple, thank you for all the good you’ve brought into the world, saving tens of millions from the scourge of Windows with OS X, and for giving technology gadget owners a choice that goes beyond mediocrity (Android, I’m looking at you).
Second, Apple, we love you. We truly do. We love your design esthetic, your attention to detail, your long and storied history, and the rags to riches story with a near death experience that ended like a phoenix rising from the ashes.
Third, Apple, I am worried for your customers. iTunes has hundreds of millions of paying customers and all of us share one thing in common. Frustration. iTunes has grown into a mess, the center of mass confusion for your customers, more of a shopping mall mashed up with a garage sale or flea market. Something must be done. Your most vocal family members are up in arms, pitchforks raised, and soon they will be storming the gates of Cupertino unless something is done.
Fourth, we will be here for you, Apple. We love you. But your addiction to iTunes as a profit center that must not be touched is hurting us all. iTunes is a house of cards. A little paint here and there will not shore up the damage caused by the shifting tides of customer needs.
Fifth, addiction treatment works. We’ve seen you and your best, Apple. And your worst. Remember Pippen? How about the Mac Cube? MobileMe? You managed to overcome each of those addictions to mediocrity and the world is a better place because of what you did to let go of the past. It’s time to let go of iTunes, Apple.
Finally, addiction is a disease, and you can get better. Yes, you’re an addict; addicted to doing everything your own way, despite the consequences. We know you’re not lazy, Apple, but your recent successes with massive revenue growth and profits have clouded your judgement to the point where you honestly believe you can do no wrong. Apple, iTunes is just wrong. It’s time to let it go. We know you can do it. You did it with the iPod mini, you did it with the PowerPC chips on the Mac, you even did it with iPhoto. Now it’s time for iTunes to go.