Gary Marshall: Apple: it just works (eventually)

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Slogans are powerful things, but they can often end up being adhere to beat their creators with: the number of times do you think Google’s execs wanted they ‘d never develop ‘don’t be evil’? Apple’s equivalent is most likely ‘it just works’, which pretty much everyone on earth is familiar with.

Other firms’ products need limitless patches and cause unlimited irritation, however Apple’s stuff simply works.

…except when it doesn’t.

Maybe this is an uncommonly bad week, however today alone our front page has 2 tales of Apple things that did not simply work: there’s a Mavericks update to make Gmail work appropriately in Mail, and Apple has likewise issued a software application fix to stop MacBook Pros from freezing.

That’s not all. I was among very many Mavericks upgraders whose initial setup refused to complete, pointing out awful hard drive damages, and others seem even unluckier: some Western Digital external drive individuals have seen their information disappear.

And then there’s iWork, the exciting brand-new upgrade that removed heaps of features that power users had actually come to depend upon. Apple has actually since published a support file detailing the missing attributes it’s going to put back in. And lots of people are pretty unhappy with iOS 7 too.

Have we gone from ‘it just works’ to ‘it might work’?

Damaging the brand?

It’s tempting to accuse Apple of slipping quality control, however then Apple has dropped the ball before. Bear in mind iOS 6 Maps, or the furore over Last Cut Pro X? And prior to anybody evokes the progressively irritating ‘this would never ever have actually happened under Steve Jobs’ mantra, we should include the launch of MobileMe, the buttonless iPod Shuffle and the splitting – actually – G4 Dice.

Perhaps the fact is simple: Apple has always messed up, but today it seems messing up on a much larger scale because it’s a much bigger company with a much bigger profile, catering for a much wider variety of clients in a much bigger range of setups and situations. It’s not any less qualified than in the past. It’s simply under a lot more scrutiny.

That might be true, but even if it’s it’s a worry: Apple’s entire brand name is based on being better, on delivering an exceptional experience and charging appropriately, and if it breaks that assure the brand name image suffers as an outcome. You purchase Apple things because it doesn’t toss a strop halfway through an OS setup, wipe your external drive and refuse to play good with your documents. You buy it since it doesn’t produce strange mistakes or shut down or freeze for no pretty good reason.

You buy Apple stuff on a pledge, and that promise is ‘it just works’.

If it doesn’t, exactly what precisely are you paying a premium for?