It's Time For a Divorce
Dear Tim,
After fifteen plus years it’s time to move on as the Apple so many have grown to love is no longer. Having invested hundreds of thousands of dollars on Apple displays, pro-systems, routers, quality editing suites, iPhones, iPads, iPods, Mac Pro’s, PowerMac’s, PowerBooks, and much more it’s time to move on.
Steve Jobs worked arduously in revitalizing a post-Scully fragmented and near bankrupt Apple only to have his work undone under your leadership at breathtakingly horrific speed. I defended your decisions to countless others, held on with hope that these were growing pains. I excused the increasing emphasis of form over function. I excused replacing upgradable systems with soldered parts and subpar hardware. I watched as systems that once justified their price tags became thin, overpriced, outdated technology that now represent the “PC” in the infamous “Get a Mac” advertisements. I begrudgingly spent $8k per Mac Pro in 2013 to replace my 2012 systems for work. I begrudgingly spent thousands more per system on Thunderbolt arrays. After dropping pro-Apps that I relied on for work I was forced to seek alternatives that cost me thousands more and additional time in developing new workflows. I held on as everyone claimed the professional market is too “niche”, excusing these decisions while studio’s and professionals who spent thousands of dollars annually on hardware and Pro App licenses took their business elsewhere.
I’m now out of excuses. After an overdue Mac update, the MacBook [Pro] release was a gut punch. Subpar hardware in a crippled package to shave two or three pounds at a higher price point was a reality check. Showcasing LG displays only compatible with these new Mac’s and not the three year old $6k+ Mac Pro’s added insult to injury. I felt embarrassed for Phil Schiller while he fumbled his way through the keynote as sweeping cuts to audience faces displayed the dismay felt by many. As I’m typing this into one of my three 27” Thunderbolt displays on a $8k three year old “current generation” Mac Pro6,1, I cannot help but chuckle at the irony; Apple has become a Xerox “Toner Head”. For the first time in fifteen years Apple’s revenue has declined. As iOS market saturation stalls growth, I wonder if you are beginning to regret dismissing us as a “niche market”. Perhaps it’s time to reflect on the direction you wish to pursue by referencing Steve Jobs’ “
Four Quadrant” product grid and focus on producing powerful, quality systems instead of watch bands, cars, three variants of iPhones and iPads. On the very slim chance you may ever read these words, I will end by linking to a prophetic Steve Jobs interview whose words of wisdom I hope you take to heart as well as a link to a discussion thread regarding the announcement that Apple is also leaving the wireless router market. These are Apple users, both old and new, from various walks of life. They offer words of wisdom I sincerely hope you take the time to read.
As for time, I thank you for yours.
Best Regards,
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Steve Jobs on Why Xerox Failed:
Apple Ceases Development of 'AirPort' Wireless Routers as Engineers Reassigned to Other Products
https://www.macrumors.com/2016/11/21/apple-ceases-airport-wireless/
