August 31, 2016
Apple is in a very unique position in the tech industry in that expectations of the company are much higher than those of its competitors. Let’s be honest, when was the last time you heard someone talk about Dell or HP product releases with the exuberance that we talk about Apple. That also puts Apple in a tough position of meeting, what are sometimes, inflated expectations from Wall St. and consumers.
To be clear, some of those lofty expectations are Apple’s own doing, but there is a big difference between them and other companies. Every company wants to be the best—they talk about how innovative they are and how their products are the best. For the most part, we can see that for what it is—marketing talk.
When Phil Schiller, Eddy Cue, Craig Federighi, or Tim Cook say they want to make a better product or a better experience, I believe them. I think what they’ve done over the years with iPhone, iPod, iPad, and Mac shows they believe it too.
With the exception of Craig Federighi, I’ve interviewed the other Apple execs over my 20 years of reporting on Apple. I’ve also interviewed a lot of other tech executives and can see the difference in not only what they say, but how they say it. There is genuine belief from Apple that they are doing the best thing for its customers, whether that’s building a better product, or standing up for privacy.
Our Responsibility and Reasonable Expectations
Despite their belief, sometimes Apple products aren’t what we expect them to be. I do believe that we have a responsibility to let them know in the strongest possible way that they have fallen short of our expectations and their promises to us.
I have been a very harsh critic of Apple Music since it was released just over a year. For me, music is a very personal thing—it permeates every aspect of my life. I wanted Apple Music to be exactly what they promised when it was introduced. Sadly, they fell short of what they promised, and way short of what I expected.
Apple is a company that typically under-promises and over-delivers, but sometimes that doesn’t happen.
Having said that, the music team has made incredible strides over the past year to fix all of the problems with Apple Music. They deserve a lot of credit for that, and I’ve been just as vocal with my praise as I have been with my criticism.
I think that’s fair.
You can take my stance with Apple Music and put it to any other product that Apple makes that you are happy with or dissatisfied with. We should be critical, but fair.
Holding Apple to a standard that they set for themselves is more than a fair and reasonable measurement of how they met our expectations. I would argue that Apple Music (insert your favorite product here) did not meet those reasonable expectations.
Our Unreasonable Expectations
While there are many reasonable expectations for Apple, we also have a lot of unreasonable expectations. Let’s look at MacBook Pro.
We all want a new MacBook Pro. However, expecting Apple to release a new product when it’s not ready is unreasonable.
Apple could have released a new MacBook Pro in June at WWDC. It probably would have had the same processor and maybe a couple of upgraded chips. Would that have been enough to satisfy our expectations? Absolutely not. People would have lost their collective minds over a minor upgrade.
I don’t see using Intel’s Skylake as an alternative for Apple. There were shortages in the chips, which would have made for MacBook Pro shortages. Worse still, the Skylake chips had a major flaw that affected processing.
It would have been a disaster for Apple to release a MacBook Pro based on those chips, but people still kicked up a fuss. That’s not reasonable.
Fairness
We expect Apple to make some decisions for us. We expect that when a MacBook, iPhone, iPad or any other product is released, it will work flawlessly. For the most part, Apple has not let us down with that, especially with hardware.
While it is completely reasonable to hold Apple’s feet to the fire when they disappoint us with a product, it is not fair to expect the company to release products that are not ready for the public. Whether it’s their technology or the technology from another company like Intel.
Many people continue to wonder about Apple’s ability to release another blockbuster product. To be clear, most companies have one blockbuster product in their entire history—Apple has had several.
Mac, iPhone, iPad, iPod, and Apple Watch cover just the hardware. You can argue what rises to the level of blockbuster, but all of those products have sold well and are widely considered to be the best in their category.
No company can release a revolutionary product every year or two—it’s just not possible.
The only way you can lose faith in Apple is to think that the executives are not pushing the company forward and trying to innovate with every product they release.
I don’t believe that for one second.
Our expectations of Apple are higher than any other company in the market. For the most part, they have met—and exceeded—those expectations time and again.
You can bet against Apple if you like, but I believe there are a lot of great things still to come out of Cupertino.
Written by Dave Mark
Mossberg:
Five years ago last week, the legendary Steve Jobs stepped down as Apple’s CEO after an amazing 14-year run that took the technology company from the edge of disaster to the heights of glory. He personally selected his COO, Tim Cook, as the new CEO, and passed away six weeks later.
So, how has Apple changed in the first five years of the Tim Cook era? How is it different from the peak of the Jobs era?
The short answer is that the company has surged financially to heights Jobs likely never dreamed of. It has also refined its popular product line and retained most of its senior talent.
But Cook’s Apple has yet to produce the kind of new, game-changing product Jobs was famous for launching. Or, if it has, we don’t know it yet.
I think a better title for this article would have been, “Jobs’ metric of success is different than Cook’s metric of success. Both were critical.”
I think Walt Mossberg’s analysis is interesting, worth reading, but I also think it is couched incorrectly. Steve Jobs ran Apple in a startup mode. Just as most startups need different leadership as they mature, in my opinion, Tim Cook is exactly the kind of leader Apple needed to crush the supply chain and build up Apple’s presence around the world, exactly the kind of leader Apple needs to navigate the choppy tax waters ahead.
And I have no doubt that Apple has plenty of innovation in the hopper, some of it extensions to familiar forms, some of it in the labs, still being shaped.
Written by Dave Mark
Mark Gurman, Jungah Lee, writing for Bloomberg:
Apple Inc. is developing new features for the iPad to cater to professional users, along with new Mac laptops and desktops, according to people familiar with the matter.
Upcoming software upgrades for the iPad include wider operating-system support for Apple’s stylus accessory, while hardware performance improvements are also in development, according to the people. The refreshed Mac hardware line includes new versions of the iMac desktop, MacBook Air laptop, and a 5K standalone monitor in collaboration with LG Electronics Inc., in addition to a thinner MacBook Pro laptop.
The company hopes to ship the updated iPad software next year, while the Macs are expected as soon as late 2016, said the people, who asked not to be identified discussing unannounced products. Apple has not updated any Macs, besides the 12-inch MacBook, since last year. The company declined to comment.
This can’t come soon enough for me. I’ve long wanted a more powerful MacBook Pro, thought I wouldn’t care about thinner. But then I spent some quality time with the new MacBook. Thinness and lightness matter.
That said, I would sacrifice that thinness for power and, more importantly, for availability.
Written by Dave Mark
The Verge:
Twitter spam isn’t a new phenomenon, but over the past few weeks the amount of it has certainly increased. I use the social network on a daily basis, and not an hour goes by without a tweet of mine from months or even years ago being liked by a spambot. It’s a practice that generates a notification designed to make you click into the profile, where you’re met with what’s typically a pornographic pinned tweet and a link that will likely bury your PC into malware oblivion.
Yup. I see this on a regular basis. Always wondered what the end-game for the bot creators was. Are they rolled out by the bad guys in the hopes of sowing malware seeds? If I don’t click on the link, is there any other path to harm?
Twitter claims it has a variety of systems in place to detect spam on Twitter, and that the company responds to new forms continuously to combat spammers. Twitter also relies on users to report spammers, but it’s not clear how effective this route actually is.
If there was a UI for specifically reporting spambots, I’d definitely use it. But the spam reporting in the official Twitter client is buried under the … menu, then under the word Report, with the options:
- I’m not interested in this Tweet
- It’s spam
- It’s abusive or harmful
I think Twitter would get more feedback/responses if they let me press and hold on a tweet and select Spambot from a popup menu. Much more direct.
Written by Dave Mark
From Tim Cook’s Message to the Apple Community in Europe:
Thirty-six years ago, long before introducing iPhone, iPod or even the Mac, Steve Jobs established Apple’s first operations in Europe. At the time, the company knew that in order to serve customers in Europe, it would need a base there. So, in October 1980, Apple opened a factory in Cork, Ireland with 60 employees.> At the time, Cork was suffering from high unemployment and extremely low economic investment. But Apple’s leaders saw a community rich with talent, and one they believed could accommodate growth if the company was fortunate enough to succeed.
> We have operated continuously in Cork ever since, even through periods of uncertainty about our own business, and today we employ nearly 6,000 people across Ireland.
Apple has been in Cork since 4 years before the very first Mac was introduced. They’ve been in Cork through thick and thin. No possible argument there.
And:
> Over the years, we received guidance from Irish tax authorities and other professionals like a tax resolution specialist on how to comply correctly with Irish tax law — the same kind of guidance available to any company doing business there. In Ireland and in every country where we operate, Apple follows the law and we pay all the taxes we owe.
And:
The European Commission has launched an effort to rewrite Apple’s history in Europe, ignore Ireland’s tax laws, and upend the international tax system in the process. Trusted Chicago accountants can provide valuable insights in navigating such complex tax disputes on an international scale. Additionally, if you are looking for an ap cost saving calculator to help increase your cost savings, then you may check out this ap automation calculator. The opinion issued on August 30th alleges that Ireland gave Apple a special deal on our taxes. This claim has no basis in fact or in law. We never asked for, nor did we receive, any special deals. We now find ourselves in the unusual position of being ordered to retroactively pay additional taxes to a government that says we don’t owe them any more than we’ve already paid.
For expert guidance on navigating complex tax issues, consider consulting TaxPros online. Their expertise can help address such disputes and ensure that your tax affairs are handled with precision and compliance.
And:
> The Commission’s move is unprecedented and it has serious, wide-reaching implications. It is effectively proposing to replace Irish tax laws with a view of what the Commission thinks the law should have been. This would strike a devastating blow to the sovereignty of EU member states over their own tax matters, and to the principle of certainty of law in Europe. Ireland has said they plan to appeal the Commission’s ruling and Apple will do the same. We are confident that the Commission’s order will be reversed.
This is the essence of Apple’s argument. These are just a few excerpts from a much longer letter. Definitely worth a read.