But one way or another, Ive was in charge of product design at Apple, and the products the company has shipped the last few years have often had real problems. It’s possible that the problems Apple ran into were the result of other engineers implementing bad directions or simply taking their own shots at how they thought Apple should evolve. Other reports have indicated Ive was pretty checked out - skipping meetings or giving perfunctory feedback. At some points, like with the Apple Watch Edition, he was directly engaged. It’s not clear what direct role Ive played in all this. From 2013 forward, its minimalistic designs began to limit or harm what users could do with its hardware. In the early part of the decade, Apple was lauded for the way its minimalism made devices easier to use. That’s the common thread that connects these issues and separates them from some of the other controversial decisions Apple has made. Apple later acknowledged and created a program to fix its keyboards for free, but both issues were examples of how the company’s relentless pursuit of thinness and integration had resulted in an inferior user experience. After three subsequent generations of butterfly keyboards, Apple has re-adopted the scissor design it used in 2015.įurthermore, both the screens and the keyboards of these laptops shared a common flaw: Repairing even simple damage required extremely expensive hardware replacement. What sets Apple’s keyboard woes apart from most of these other situations is that the company proved incapable of fixing the problem. Apple is far from the first company to introduce a first-generation product with a flaw that only became apparent later. This advertisement from Boxx sums up the problems with the system more quickly than I can:Īpple’s laptop products had problems of their own. The iPhone 6 was 3.3x more likely to bend than the iPhone 5s. was punished for telling the truth Apple found inconvenient to hear. That didn’t stop Apple from declaring that it would no longer sample websites that correctly identified the problem and criticized the design. This was an issue on both devices, but it hit the 6 Plus much worse.Ĭourt documents would later show that Apple knew the iPhone 6 and 6 Plus were much weaker than previous devices before it even shipped the hardware. They were compromised by Apple’s decision to remove a piece of metal intended to strengthen the phone against bending. The company has never been afraid to criticize its own users - “You’re holding it wrong” is the archetype example here - but the iPhone 6 and especially the 6 Plus didn’t just have a poor antenna arrangement. The iPhone 6 Plus was the first sign of a serious problem at Apple.
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