Yeah sure...
Whatever Tim
Although this comment could be brushed off as flippant, it's actually indicative of where we are with Apple today, and it's comments like this that Apple should be paying the most attention to.
Loyal Apple customers, fans, pros, whatever, would hang off every word of their campaign, trusting the gospel in the marketing because the products eventually delivered lived up to the hype, were perhaps exciting, and proved to be truly innovative. Really.
By now that trust has all but evaporated, and as Apple's top brass work hard to polish up all the bad news it's easy to realise that they're missing one simple trick: honesty without spin. It seems the scales are tipping and more of what used to be their most loyal fan base are disgruntled and out of patience. Apple is such a behemoth that the cycle of product, marketing, sales figures spin, and let down, and profit looks more and more like politics than it ever did.
Of course, it must, for when a company is this big, there is too much at stake. Shares, profits, and shareholders can't take a hit. failure is not an option. An apology is failure.
Thing is - consumers are smart. They're done with being told that their complaints are irrelevant, or that they "just don't know what they want yet". They're done with Aperture, FCP, iWork, iCloud, Thinner, Emojis, Dongles, Headphone jacks, iCloud (again, really), iTunes, Nickel & Dime, Watch Bands, Magical, "Our Best Ever", Neutered Pro Specced, Spinning hard drive, SD Card slot, Price rising Reality distorting Apple Tax computing.
Consumers could do with Apple knocking down the arrogance a little. "We made a mistake - we don't always make the right decisions" - Who does? "The Apple watch is great, but it's not what people want". "We misjudged the MBP market - We're Sorry about that".
That would be refreshing.
Instead: "We don't think you know what you're talking about. Everything we're doing is fantastic, and to show you how confident we are about that we're going to put the prices up. A lot. Nothing to see here. Move along"
Yeah. Sure. Whatever.
