Apple Inc. has had the fortune to be blessed with two outstanding CEOs in the past two decades. First, co-founder Steve Jobs, responsible for driving Apple into a competitive position with Apple Stores, iPod and iTunes, iPhone and iPad.
Second, Tim Cook, the operations guru responsible for driving Apple into a wildly profitable position as the most valuable company on planet earth; the same Tim Cook responsible for spending hundreds of billions of dollars on Apple stock and dividends while Apple customers suffer.
Fix The Broken
Despite riches exceeding a few hundred billion dollars, and despite more than 1-billion mostly satisfied customers, Apple has come under fire in recent years for neglecting the very ingredient that made the company wealthy beyond Steve Jobs’ fertile imagination.
Neglect? Yes, Apple’s customers are being neglected in favor of growing the revenue stream from current customers and ramping up profits even when customers have problems.
Have you been to an Apple Store recently? Yes, the staff is warm and friendly, but store workings have become more like queues and lines at Disneyland. Kate and I went to the Apple Grand Central store over the weekend, found what we wanted on a shelf, and waited 12 minutes before an Apple associate was available to make the purchase.
Thanks to Apple’s more than one billion customers that has become a common event. Waiting.
Wait. There’s more.
Apple has many thousands of Mac users with Mac notebooks that have keyboard problems thanks to an ongoing issue with the new butterfly keyboard designs. A few class action lawsuits have been files already. This problem has been an item for more than a year and Apple’s response has been to ignore the issue while doling out billions in dividends to undeserving shareholders.
That’s just one very public example but one of many that afflict Apple customers these days.
The Mac’s issues are well known, including the lack of upgrades to MacBook Air and Mac mini models. To its credit, Apple has put some of that hard earned cash into new Watch replacements for those Watch owners who had bad batteries in early models.
Have you ever had to reinstall iOS on a wayward iPhone or iPad? It’s a common occurrence these days. Apple’s support website is overflowing with customers who have problems and the only recourse is to wipe the device and reinstall.
That’s crazy. This is 2018. The 21st century. Why can’t iCloud sync my books, PDFs, and other documents from iBooks on Mac to iBooks on iPhone and iPad. I’ve tried many times. It has never worked. Never. Ever. The online recommendations are lengthy in number and convoluted at best. Sign out everywhere. Sign in again one device at a time. Or, worse, reinstall iOS.
Google Apple iCloud Sync Problem and be prepared to waste a day reading the issues and potential solutions which range from a restart to hard reset to the aforementioned reinstalls. By giving away a few hundred billion dollars to undeserving shareholders, Tim Cook is telling customers that their problems with Apple products are less important than rewarding shareholders who have provided nothing to the company.
Yes, that’s the way it works and it’s wrong.
When I mentioned to a co-worker all the sync problems I had he suggested that maybe Tim Cook needed to be put on probation. I don’t know how that works, but if it could fix some of Apple’s more glaring customer and product problems, it sounds like an idea whose time has come.