A Geek With Guns

Chronicling the depravities of the State.

You’re Unboxing It Wrong

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Apple has spent the last couple of years transitioning itself from a consumer electronics company to a luxury products company. For the most part it has been doing a good job of this. The company’s attention to detail on its products is easy to see. However, when you’re a luxury products company, expectations go up. Somebody who buys a Seiko 5 isn’t likely to throw a fit because the second hand doesn’t sweep smoothly. Somebody who spends the big bucks on a Rolex is probably going to be unhappy if their second hand isn’t gliding smoothly over the watch face. Likewise, somebody who buys an Amazon Fire table is probably willing to tolerate a number of limitations and defects. Somebody who spends no less than $799 on an iPad Pro is probably going to be unhappy if their brand new tablet is bent out of the box:

Apple has confirmed to The Verge that some of its 2018 iPad Pros are shipping with a very slight bend in the aluminum chassis. But according to the company, this is a side effect of the device’s manufacturing process and shouldn’t worsen over time or negatively affect the flagship iPad’s performance in any practical way. Apple does not consider it to be a defect.

The thing about being a luxury products company is that you need to make your customers feel special. Telling them that they have to live with a defect on a brand new product isn’t going to fly, especially when your cheaper competitors are apt to replace new products that have any kind of defect whatsoever (if you received a slightly bent Fire table, Amazon would probably get a replacement heading your away immediately).

Apple’s response on this matter is reminiscent of Steve Jobs’s response to people complaining about the iPhone 4 dropping calls when they held it in their left hand (for those who don’t know, he told them that they were holding it wrong). That might have flown when the iPhone was a reasonably priced option on the market but I have my doubts that such a cavalier attitude is going to fly now that Apple’s products are priced as high as they are.

Written by Christopher Burg

December 20th, 2018 at 11:00 am

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