Take Apple. Please. We can laugh at the Genius Bar jokes all we want, but the vast majority of Apple’s customers love Apple Stores because, 1) that’s where the toys are, 2) that’s where service and support are, 3) there’s no sales pressure to worry about.
So, why does Apple hate technology writers?
Suffice it to say that Apple does not hate all technology writers. If Apple invited you to a keynote show-and-tell or a product introduction, there is a good chance that Apple respects you. If Apple gives you a new product loaner for a week or so before the introduction, there is a good chance that Apple respects you.
If you’re a technology writer and you can’t figure out how to deal with a Lightning cable or upgrade your iPhone, Mac, iPad, or Watch to a new model without setting an Apple Store on fire, then there’s a good chance you are, uh, um, not as well respected.
We’ve all read the crazy yellow-ish journalist from Forbes and ZDNet and maybe rummaged through their misguided and misleading headlines or read about how difficult it can be to manage Apple cables, but it appears as if the technology journalists have a contagious disease of some sort.
No, Apple doesn’t hate such ones. Yes, Apple executives pray for those who cannot handle what tens of millions of us handle every year. Upgrades.
That happened to Evan Schuman:
My friend Jason Perlow wrote about his bad Apple Store experience last month. Having read that piece, I figured I would avoid the friction points he flagged by setting up the carrier situation beforehand and by avoiding the in-store Wi-Fi. Alas, Apple had more surprises waiting for me.
Forget the fact that many millions of Apple’s customers– including me, and many Mac360 and Villagers writers– visit the Apple Store and receive good support from associates and the Genius Bar staff, some people who write about technology don’t have the same experiences.
Maybe Apple hates them, and the stores have some kind of facial recognition system so the staff can make life miserable for them in an attempt to balance karma. After all, Schuman said Apple had a surprise waiting for him. They must have known he was on the way.
Yes, you guessed it. Apple made the upgrade to his new phone a miserable experience.
I have run into similar headaches every time I have moved from one iPhone to another. I could see this situation — maybe — if I was upgrading from a 5-year-old phone, but these have all been going from the most recent version to the new version. Apple’s much-heralded focus on the customer experience, which is how it defends such a proprietary platform, seems to collapse when a customer does an upgrade.
Why does that happen to such technology writers? You would think they could figure it out on their own. I’ve owned iPhones since 2007 and have yet to run into the problems Schuman ran into. But, then again, I know how to use a Lightning cable so it doesn’t break or become frayed.
This isn’t the first time Schuman has incurred Apple’s service wrath.
My fun with the Apple Watchcomes to mind. It would be less objectionable if tech support said, “I don’t know,” or “I don’t remember.” But they don’t. They are absolutely certain of something that is absolutely wrong. That rarely makes for a pleasant and smooth upgrade experience.
And yet, those of us in the great unwashed masses of Apple’s collective 1-billion plus customers do not have the same problems as knowledgable techies who write about tech. That can only mean that Apple knows who they are and works diligently to get them to switch back from iPhone, iPad, or Mac to a Pixel, or Samsung, or a Dell by causing them all sorts of problems the rest of us never encounter.