computerwoche.de

Archiv

Apple no longer thinks different

25.02.2011
Remember when ? They wanted us to see them as being like us, their customers. They wanted us to believe we had similar values, goals and aspirations. They wanted to convince us that, with their help, computers would be different, life would be different, and we would be different. We would be happier, more productive, more fulfilled.

Curiously, it's true that one time Apple definitely embodied the . They were techies, they really grokked design, they did real engineering, not that knife and fork code mangling $#!~ that did (does).

ANOTHER TAKE:

Apple courted and supported developers and they loved their users.

Apple was on the side of the angels of tech and their PR machine played that image for all it was worth. They pitched the company's humble roots, their cleverness, their innovations, and that aura of nonconformity.

Now, I loved Apple and I still want to like Apple, I really do. I love my Mac, I love my and I love my iPods. But Apple keeps doing things that I find to be so amazingly arrogant and manipulative that I no longer feel good about the company. In fact, I now see them as -- well, it has to be said -- I see them as untrustworthy and grasping.