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A Little Bit of Me Dies With Every New Apple Device

It used to be simple, they even prided themselves on it.

  • Pick a Phone or a Tablet
    • Choose the storage size
    • A color
    • Pay for it

Done, welcome to the Apple ecosystem and experience.

But now it’s

  • Pick a Phone
    • Normal?
    • Max?
    • Pro?
    • A color
    • Storage size
    • Don’t forget the case to stop scratches or from dropping that slippery surface
    • Pay for it
  • Pick a Tablet
    • Mini?
    • Normal?
    • Pro?
    • Pick a Screen Size
    • A color
    • Storage size
    • Don’t forget the case to stop scratches or from dropping that slippery surface
    • Pay for it

Done, welcome to the Apple ecosystem and experience.

But first please install the software update.

Oh Apple, making complex things simple was what you did best. Return to your core values, not your shareholder values.

Get back to releasing things when they are ready, not when the market share starts to level out or because it’s 12 months since you shipped the last version.

…Let’s just not talk about those laptop keyboards.

Please, I still believe in you. But it takes two of us to make it work.