Why The Next Crop of iPhones
Should Return to Apple's Roots
By Tammy Sachs, CEO & Founder
I've always loved how intuitive the iPhone is, such that hipsters and grandmas alike could instantly be delighted. I remember the days when a new release brought with it useful and amazing features that everyone couldn’t live without. Apple has a fiercely loyal customer base. Many corporate IT folks who traditionally skew Android, insist employees use iPhones at work, as they are far less of a security threat. The brand has everything going for it, including Apple Stores with geniuses and hefty margins as their products don't go on sale.
Lately, however, I've been disappointed with the company's frequent software updates --many of which simply fix bugs that never should have existed (e.g. when auto correct turned an "I" into an "A.") Worse, loyalists like me with iPhone 6's and 7's deal with their devices crashing multiple times a day and batteries that drain just as often. Apple is quick to release new hardware with features that are super cool to some, though offer no incremental value to others. Worse, they take away beloved navigation that is in muscle memory and replace devices with wireless headphones and facial recognition. To boot, the iOS is created to support the newer devices at the expense of their base.
On December 28th, Apple issued an apology to their customers, and is trying to buy back customer's love by allowing owners of the iPhone 6, 6+, 7, or 7+ to have their battery replaced for $29.
While some may find animojis, facial recognition, and wireless headphones cool, I'd prefer their R&D focus on:
- Improving Siri's AI, so that those of us over 12 can truly benefit.
- Optimizing auto-correct so that it recognizes and remembers industry specific terms those of us in different domains speak.
- Making speech-to-text even more accurate.
- Having downloads appear as intended in their native application.
I’m not getting an Android anytime soon as I love my iPhone – though Apple, not so much. I'm not clear if they are targeting Gen Z's and early adopters. If so, how will they continue to cultivate brand love among the rest of us? Owning up to their motive and providing a solution gives me hope they've seen the light and will honor the incredible brand affinity they've grown.
What say the rest of you?
