Hi Tim,
This is a very hard letter for me to write, but sometimes you just have to stand up against your own idols. Unfortunately, this is one of those times, and I hope you find the time to actually plow through it yourself; even though I am terribly mad right now, I will try to keep it as civil and constructive as I can, out of the admiration I have for you.
I must start off with a short introduction: I am a BIG Apple fan. My nickname, actually, is João dos Macs (João being my given name, and “dos” being the portuguese possessive determiner “of the”). Pretty much everyone from my professional circles and most friends know me by that nickname, so you can *really* tell that from any first introduction.
Well, you can’t say I didn’t earn the title; I switched from Windows shortly after enrolling at the Fine Arts Faculty of the University of Lisbon, in Communication Design, in Dec.’03. I bought an iMac G4… And I’ve instantly become an advocate. [you may skip this part if you don’t care for the list of Apple products I acquired over the years, but two of them matter a lot for this particular topic; more on that later] 4 Macs (a 20’’ iMac G5 Rev. A, a ’09 27’’ iMac, a second-hand white ’08 MacBook and a second-hand ’11 13’’ MacBook Pro), 7 iPods (a 20GB 3G iPod, a 60 GB 5G iPod, a 1GB 1G iPod Shuffle, a 2GB 2G iPod Shuffle, an 80 GB iPod Classic, a 64 GB iPod Touch 4 and a 64 GB iPod Touch 5), 2 iPads (a 16 GB iPad 2 and a 32 GB iPad 3 Retina), a a 64GB iPhone 5S, two iSights, a Mighty Mouse and a box of iPod Socks later, I can safely claim I am a GREAT costumer.
Meanwhile, I went on to become the Mac Room Monitor at said Faculty, where I assisted numerous switchers on their transition and afterwards. That’s also where I learned the dark side of IT on the Mac, but little did I know that it was about to take a turn for the worse. Much worse.
I should add that I am not the average, run-of-the-mill Apple customer. I know the ins and outs of the company’s history since ’76 and, along with it, the whole of the IT industry from its inception with ENIAC and Engelbart’s seminal work. I mean, I’ve seriously studied it on an academic level, but I did that before and would’ve kept doing so anyway out of sheer curiosity. I know fully well how important Apple was (and is) in shaping the current world as we know it. As such, I deeply admired Steve Jobs and, though I can’t claim a personal connection with him as you and your colleagues, was as shocked by his illness and passing as anyone else who takes an interest in this industry.
While on the topic, unlike the eternal doomsayers and FUD-spreaders, I kept a cautious but optimistic approach on your tenure, figuring that it would be best to let history take its course before making any harsh judgments and decisions. So far, Tim, I have not been too disappointed, quite the contrary. Mostly, it has been business as usual at Apple, but I have been pleasantly surprised as often as before. Some of its quirks endured, some cool new tech was introduced (I am still thinking on getting an Apple Watch, and the Apple Pencil is the quintessential apparent U-turn-that-isn’t but which even its harshest critics will end up craving in the end) and, above all, some taboos were broken for the better. Charity; environmental issues, especially energetic sustainability; consumer privacy; Health Kit; Foxconn and labour rights; your coming-out; women in tech… I mean, I could go on and on, but I must recognize that Apple and even you personally have been giving your fair share of contributions to the advance of mankind, yes.
But, Tim, seriously… At Apple, you should all collectively do some self-evaluation, some deep introspective soul-searching on the matter of planned obsolescence, sustainability and, especially, your relationship towards your MOST loyal customers: us. The geeks. The tech-heads. Heck, the Mac-heads! I could even wax nostalgic and mention “the troublemakers” and “the round pegs in the square holes”, but I’m aware that that includes prosumers. But, with all due respect to the latter, which are, admittedly, great word-of-mouthers, you know all too well that the geeks *are* the true “hubs”, the actual trend-setters. Quoting a famous villain, you know it to be true, Tim. If you rub us off the wrong way one too many times you may end up where Microsoft is today, I’m sorry to say.
Anything less than that soul-searching is sheer hypocrisy, and the one of the possibly self-destructive, hubristic kind. No, Tim, I don’t think that you are a hypocrite for caring about Steve’s character and legacy (for the record, I intensely disliked Isaacson’s book, though I will probably watch Sorkin/Boyle’s movie), and no, Tim, I don’t think that you are failing to address, in a constructive fashion, the most evident criticism that is hurled day in and day out at Apple. In fact, you are probably the best CEO, bar none, that Apple could’ve gotten for 2011 and beyond. But…
Because there’s always a “but”, right?
Let me put it bluntly: I cannot, WILL NOT, stand by your choice of removing old versions of OS X and Aperture from the “Purchased” tab in the Mac App Store. Tim, honestly I don’t give a damn about what the EULAs say; you know, more than anyone else, how trust works, right? You nurture it, by proactively addressing your crowd in a respectful way. *Especially* when you are about to take potentially impopular measures. This is a SNAFU on an epic scale. You should summon Eddy, Phil and Steve Dowling immediately to discuss this issue, and act accordingly.
Do you even understand the implications, the ramifications of your seemingly benign decision? Well, maybe you even discussed it and approved it in some VP meeting or whatever. Still, Tim, I am sorry to tell you, but the way Apple wants the Mac community to work is not the way it works, nor the way the community itself wants to work in the future, nor the way it should work at all, because a) it’s technologically and environmentally unsustainable (staying on the bleeding edge is not always the best choice; in fact, it rarely is), b) unfair (oh, you will get why so very, very soon) and c) detrimental to trust (I never thought you could really add insult to injury but, alas, you did).
Let me elaborate further: not just IT departments but also tech-savvy users need access to your old OS versions. I, for instance, run a small, freelance Mac repair business (I am not an AASP; I deal with vintage or otherwise out-of-warranty Macs only, which should still have some value for you as a company – take my example, I am on a budget when it comes to new Macs, but keep investing in your shiny new gadgets regardless, and so do many of my customers), and know a few people that can restore their own Macs to working condition by themselves and that might not wish to upgrade to the latest-and-greatest for some reason. I am aware of the security implications of such an approach, but that’s what safeguards and best practices are for; a user who is on a budget or needs an older version of OS X to use an unsupported or incompatible peripheral or app may prefer investing on third-party anti-malware protection or virtualization software instead. So, there ARE legitimate and somewhat safe use cases for Lion and above, and no matter how much you argue about that, you will never convince me or those users otherwise.
And while I am aware that users buy (or download, in the case of the free Mavericks and Yosemite) licenses to use software and not the actual bits themselves, Apple has so far hosted their own TRUSTED software on their TRUSTED servers for users to download at will, which was a very welcome, secure and client-friendly convenience. Shutting them out of this service, without any advance warning, on the very same week that the XcodeGhost scandal erupted has got to be one of the most myopic decisions ever made by Apple, period. Trust me (ha!) on this, Tim: there *will* be people downloading copies of older versions of OS X from torrent sites, some of which may have been tampered with by unscrupulous, black-hat hackers. I don’t expect Apple to host legacy operating systems forever (Hey, where’s Mac OS 9.2.2 or even the ever-popular Snow Leopard? They were deployed on physical media in the first place, and I never expected them to be perpetually available on Apple’s servers), but I at least expected a reasonable EOL notice.
While on the subject of EOL notices… What about Aperture? That has to be the most galling example, as it actually involves money transactions, and people really depending on your software to make a living. Tim, having you promote your eternal frenemies Adobe and Microsoft by putting their subscription-based software on a pedestal really rubs me off the wrong way, but I give you a pass as you also came forward with the fairly fair (if technically limited and stifling, because of the lack of paid upgrades) MAS model and regularly reward perpetually-licensed software (the Apple Design Award to the stellar Affinity Designer comes to mind). But I can’t fathom how can you allow us to download old-a** software from third-parties on the iOS App Store, and not allow Mac users to download the well-loved and, for some, essential Aperture. I didn’t personally buy it, as I am not a photographer, but the fact that you prevented actual paying customers from re-downloading it without warning (and two full days before introducing El Capitan, meaning, before its final support EOL date) makes me NOT trust you at all. In fact, it makes me think that if you fudged this one so badly, you may end up failing to keep your promises on way bigger issues like user privacy. You are aware that, in the minds of customers (and humans in general), trust issues are inherently contagious, right?
Is that a place where you, personally, would like to be as a customer? For me, Tim, it isn’t. And it’s giving me pause. I am actually having second thoughts about my heretofore unbroken allegiance to Apple and its platforms. I am seriously considering breaking off from it some day in the future, and I will probably bring some 300 people along for the ride, because that’s how we geeks roll. And, worst of all, I’d feel terrible about it because I really admire Apple and would hate to see one of its platforms (and, potentially, the whole fleet) tank, but, at the end of the day, I care for my friends' and acquaintances’ interests over Apple’s. This isn’t a simple case of “it’d be a shame if something were to happen to your shiny platform”, because you are and will be bringing it upon yourselves.
The fact I took the time to write all this just goes to show how much I still care about your company, even with all the abuse we sometimes have toendure. Please, Tim, for the sake of Apple and its users, bring it down a notch and show us a bit more respect, as it may become too much to bearin the future. I’d hate doing an about-face and having to deal with Microsoft again on the desktop side of things (and *gasp* even on mobile, if I find the ecosystem to be worth it one day… I'm keeping an eye on their privacy stance about their Cortana data-harvesting shenanigans), but I may very well do so if I’m pushed hard and long enough.
Yours (still) faithfully,
João