The iPhone was one of those gadgets that had me checking my couch cushions just to make sure there wasn’t an extra 600 bucks lying around. I tried one out at an AT&T store. I watched the reviews, the lines of people waiting to get the first ones, the post-debut buzz. I read the article about the unlocking so that it could be used by other carriers, and wondered how Apple would respond. Would they listen to their customers and realize that they would need to open this technology up for freer use in order to make it the success it had the potential to be? Would they quietly allow the modification while making their phone better, realizing that it could only mean more phones sold? Would Apple maintain its “everyguy” friendly image that has been boosting the success of the brand for the past several years?
As an avid user and admirer of Macs and the user-friendly OS that comes with it, as well as a staunch opponent of the world-domination-hungry Microsoft, I fervently hoped that Apple would prove yet again that it is the new breed of technology giant: one that recognizes the need to give people what they want, not necessarily what is easy or safe. The Mac/PC ads have been the personification of that brand message. Mac is the easy-going, casual, logical young hip guy, while PC is the mentally unstable, paranoid, twitchy older guy. I have found myself a vocal proponent of the “Apple is better” viewpoint, but I’ve never had as much a reason to change that opinion as now.
In response to the unlocking of iPhones, Apple has released firmware updates that lock down the phones, making them not only unable to be unlocked, but also unable to host third-party software. All the cool apps that people have been writing specifically for the new gadget to make it more must-have are now locked out. Phones that had been unlocked have been stuck in limbo mode, screenshots of which remind me sadly of the Windows Blue Screen of Death. In addition, Apple has taken a step AGAINST its consumers, the people who shelled out hundreds of dollars to buy its technology, and the very people whose word of mouth can make or break their winning streak in the technology market.
Apple – what are you thinking??
Turn back now before you become the very thing you are supposed to be the alternative for! This “comply or die” mindset is one that your company has stood against from the beginning.
Sadly, the itch to get my mitts on one of those gorgeous phones has faded now to a vague curiosity to see what will happen next. I can only imagine that these feelings may be shared by a large part of the Mac/PC community. So Apple, what’s your next move?
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