Dear Steve Jobs, What Happened To Quality? [Open Letter]

David W. Martin ()

Dear Steve Jobs, What Happened To Quality? [Open Letter]

Dear Steve Jobs:

What happened to quality?

Not long ago, before Apple became big and popular, your company was loved by many of us without hesitation. We still love Apple, but it’s getting harder to feel that way. Apple is clearly loosing a foothold on quality. Perhaps you are taking on too much at one time.

I’m writing this letter after experiencing a ton of problems with my new iPhone 4, including issues with Bluetooth, the proximity sensor, and yellow-tinged photos from the camera. I just took it back to the Apple Store to be replaced. Customer service is still awesome, but quality is slipping.

It’s obvious you’ve noticed quality problems too. That’s why you just appointed Jeff Williams as a Senior Vice President of Operations, and gave him the job of ensuring the highest standards in quality for Apple products. He’s got his work cut out for him. So we hope he’ll hit the ground running.

Steve, please consider the following examples of why Apple’s attempts to do too many things at once are resulting in quality failures in just about everything it does.

Dear Steve Jobs, What Happened To Quality? [Open Letter]

Jeff Williams, Senior Vice President of Operations dedicated to quality at Apple, Inc. (via AppleInsider)

MobileMe Crash of 2008

This is where it all started. Remember that fiasco where .Mac was transitioned into MobileMe? The service wasn’t quite ready for prime time and Apple ended up giving not one, but two free 30-day service extensions to all subscribers. The bungled transition went so badly it included system downtime, lost e-mail, and Push Services that didn’t quite work yet.

White iPhone 4 Delays

The white iPhone 4 has been delayed not once, but twice. Customers seeking to own the chic ivory phone were dismayed enough that it wasn’t available at launch or even shortly thereafter.  Now the truth is not even you know when customers will have these in their hands.

iPhone 4 Rollout

The problems that have been dogging Apple for years came to a head with the release of the iPhone 4. The iPhone 4 was the crown jewel of quality failure at Apple, since nothing else before it has had so many problems. The iPhone 4 had a plethora of issues, including:

iPhone 3G Rollout Failures

Let’s not forget the iPhone 3G rollout. There were iPhone activation problems, server meltdowns, long lines, and frustrated customers. Apple Store staffers even sent customers home without their iPhone 3Gs being activated. A lucky few finally got their iPhone 3G activated about four hours after leaving the store. Others were not so lucky.

Later on that year, Apple recalled the 3G’s ultracompact USB adapters used for charging. Not exactly part of the overall iPhone 3G rollout, but close enough.

27’ iMac Display Problems

Apple’s has had a long and tortuous ordeal trying to solve its 27-inch iMac production woes in 2009. The problem caused shipping delays for the premium model iMac for several weeks until the root cause was found. In the meantime, customers that had problems ranging from cracked screens to screens with a jaundiced appearance had to hope that the replacement iMac didn’t suffer the same flaws or gave up and asked for a refund.

Time Capsule Power Failures

The original Time Capsule had a flawed design that allowed heat to build up and fry internal components. First-gen Capsules would die after just eighteen months: not good for a product that is supposed to provide reliable backups. The problem was so widespread that customers set up a Time Capsule Memorial Site that recorded 2,500 failed devices. Apple is quietly replacing TCs that are out of warranty, but has never publicly acknowledged the issue.

iTunes Software Bloat

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Take a look at iTunes. It has evolved into a bloated, over-tasked piece of software that sends my high-end iMac into spasms of rainbow beach balls. Using it isn’t much fun either, because of the terribly slow user interface. There’s also the tiny buttons, especially the one to check for app updates. I can’t even tell whether or not that button registers a mouse click. I click it. Wait. Nothing. Click it again and again in frustration. Nothing. Suddenly I realize that iTunes is just slow after it finally prompts me for every frustrated click I made. Some people are calling iTunes Apple’s worst product.

iTunes Poor App Management

Apps are great, but the interface for managing them isn’t what we’d normally expect from Apple. It’s come a long way since 2008, but it sure has a long way to go. I have more than 466 apps in iTunes and it would be nice if I were able to manage them more effectively in iTunes or on my iPhone.

Slow USB Device Synchronization

Syncing an iPhone, iPad, or iPod takes hours. Each time I have to update the firmware or restore a device, it takes hours — and sometimes overnight — to sync all my content back onto the device. Oh and while this goes on, I get visits from the beach ball and my iMac slows to a crawl. That isn’t very useful. How about spending some time optimizing the entire sync process? Or better yet, I’ve noticed that sometimes I have the ability to restore firmware without whacking my media. Why not make that an option?

iPad Document Syncing

The iPad would be great for creating but the document syncing provided in iTunes is lame, because it is completely manual. There is no version control, which is puzzling that’s already been mastered with MobileMe syncing (bookmarks, etc.). I’ve had to turn to a third-party for a solution Apple should have provided right out of the box.

Conclusion

Apple is growing too fast and furious. Apple needs to slow down. We want to see the pre-2008 Apple where quality isn’t an issue — or at least it isn’t as noticeable as it is now. There are a lot of people watching you and we still love Apple. We don’t call ourselves Cult of Mac for nothing and we wouldn’t exist without you. We want you to succeed, but that success needs to include quality in everything you do.

What do you say Steve?

82 comments »

About the author

dwmartin

David W. Martin has more than 20 years of experience in the industry as a programmer, systems and business analyst, author, and consultant. David has written for CNET's iPhoneatlas.com and MacLife.com he currently writes for CultofMac.com and BYTE.com. He comes to Cult of Mac's website with deep knowledge and passion for the all things Apple. Follow David on Twitter @david_w_martin.

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Posted in Apple, Opinions, Top stories |

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  • Vopat

    Good read. I couldn’t agree more about the bloat problems of iTunes. If there was a viable alternative for digital media management on the OS X platform I would be using it in a heartbeat.

  • Forest

    Uh oh… One product has a problem? Apple is crumbling at our feet!!!

    Get a grip. Apple still throws away more quality designs than most companies actually produce and push to the market.

  • Reivax

    The entitled, condescending tone of this article is embarrassing and off-putting, right down to the last sentence. Apple is innovating and trailblazing in a historically unprecedented way — love ‘em or hate ‘em — and in the course of these rapid advances, problems arise proportionally: it’s true. Apple is already putting extra effort into improving quality, as you mention that near the start… yet you continue the article with the same gripy way. Then you add in some wishlist stuff and anecdotal problems just to fluff up the list — while simultaneously informing Apple they need to slow down their progress? [...If someone gave you a working teleportation booth, I imagine you'd complain about the exterior paint color; if you catch my own hyperbolic point.] Critique and dialog are great, but the open letter shtick is pretentious and undermines the article: an otherwise OK list of things Apple could have been done better in recent years. Great, nothing wrong with that, particularly because we can count on Apple, more than any other company, to make the fixes as they continue innovating. :: Really, though, using and old timey photo of a steam engine wreck as an analog for modern day Apple is sophomorically off the mark and only adds to my growing disappointment with CoM.

  • Anonymous_Tip

    Dear author of article: “Losing” not “loosing”

    That is all.

  • Rob Bonner

    I agree that there have been problems. My question is where is the open letter saying thanks for being on the cutting edge? Thanks for pulling us out of a Nokia wasteland and into a phone that is way more useful, for putting a usable internet in my pocket.

    Overall, it seems like we like to whine about things way more than we used to.

    I have an issue with my new trackpad, sometimes it acts up, usually when my phone is near or between the pad and computer. So I called Apple the other day and let them know. They were very curious, transferring me to a Sr. engineer to ask questions, debugging, trying to get to the bottom of the issue. I was amazed at how curious they were, and I expect that an answer will be found. This is how they fix things in a complex world.

    I just think it would be a better world if we focused on supporting those companies that produce the products we really like more than focusing on the flaws. I could list 1000′s of things the iPhone, Mac and my other products do right and better than any other computer I have owned, and only a handful of issues that have persisted. I am happy with them overall, I feel they have earned my dollars and then some.

  • Neal

    I just wish my iPhone 4 didn’t take yellow photos, and I had kept my 3GS instead of selling it to pay for the 4. I’ll still buy my Macbooks but I’m never buying another iPhone.

  • Elmer

    You forgot about the Nike+ problems brought about by iOS 4.

    http://www.tuaw.com/2010/08/12/nike-plus-is-a-minus-on-ios-4/

  • Joseph

    David W. Martin:

    Thanks for your response. I refuted one of your points – why don’t you respond to that? I’m not getting paid to be here, so I don’t think I have to go through your list and explain, one by one, why your points are lame. And ‘lame’ and ‘troll’ are civil IMO, and this post is deserving of both labels.

  • Drizzle

    So glad I jumped ship before the iPhone4 otherwise I would have been pissed!! I remember the day my father got his iPhone4 and tried 3 times to complete a full statement each time dropping his call. He ended up calling me from the house phone. This was before we heard about antennagate. He has a case now which helps. I dont like using a case on my Incredible, I like the slim form factor. Think I would take it back if I was required to use a case to have good service. Thats just me.

  • elice82

    Add the iMacs with overheating problems with the ATY / ATI X1600, Nvidia Geforce 7300GT and the 7600GT GPU cards. I thought that it was only the 2006 model but it more wide spread. And of course Apple doesn’t do anything about it! Most of these iMac won’t last 3 years of use or some little time more then three years.

  • Paul

    @DRIZZLE (ET AL)

    Re iPhone Death Grip/Antennagate:

    It’s more a problem with the crappy 3G network in the USA (AT&T). If you google
    iPhone 4 > Australia > Death Grip you will discover that the so-called Death Grip rarely happens here because we have such an advanced 3G network.

    The blame for the so-called Death Grip should be placed about 99% with your network, not with Apple. The evidence is in!

  • http://www.composersforum.ning.com/profile/johnhoge John Hoge

    Are a lot of people really experiencing these problems? I’ve been a Mac user for a year and a half now, and I have experienced, literally, NONE of these problems. Granted, I don’t own an iPad or an iPhone, but I have a 2009 Macbook Pro and I swear I’ll never get rid of this thing. Slow USB sync? Oh come on man! HOURS? Really, cause I think you’re doing something wrong. Like others have said, go use a Microsoft-based product, then write an article about who sucks.

  • king

    its true,
    Apple lost quality.
    There has been so many issues, lets not forget that Apple’s higher price is for the quality assurance.

    I have been using mac’s since 2002
    back in the day, anything apple released was earth shattering.
    No more, not to mention, almost every thing they release has clear quality issues, not to the standard of Apple’s.

    Lets not forget Mac OS X, Snow Leopard is not a real “update” as in the next needed OS, its just upgraded Leopard.

    Maybe there is nothing more left to improve in the OSX?

  • JJ

    I agree…you should find another line of work!

    This fluffy blog is just that a “starvation piece”.

    Make a sign, “Will type for food” and put it in the window or better yet hit the street corner!

  • ND

    Dear David W. Martin, what happened to spelling?

  • AN

    There were always problems – like any other product. For some reason tech writers seem to forget that there were many problems that Apple users have dealt with over the years. Apple products are still used because they are the right choice for the majority that still purchase after of all these years. I have an iPhone 4 and have not experienced your problems. Even if I did, I wouldn’t be writing an “open letter” to Apple. I’d get it fixed and be done with. How would you like it if everyone started whining about your work?…. oh wait, that’s what’s happening now :-)

  • Chris W

    iTunes is bloated. It’s a fat monster and needs sorting. It makes Outlook look snappy and well designed.

  • Frank

    I agree with all the points you make. But you could easily make the same arguments for just about any other tech company out there that’s producing mass market products. I agree that the standard of apple products are slipping but they are way and above some of their competitors. Have you tried a Evo 4g for instance or a dell computer. Not only is the hardware disgustingly poorly designed but the apps are a joke, particularly on the android operating system and even the blackberry, and I say this as a previous owner of both. I think the blame rests with us because we put up with so much S#$%T from the IT industry.

  • Elmo

    Spelling? Typos happen people are you saying you’re perfect?

  • IcyFog

    I’ve finally had A problem with my iPhone 4, and it was a proximity sensor issue. One of my calls went to FaceTime unexpectedly.
    The problem I have with iTunes is that it’s a misnomer. It does so much other stuff now. So it’s bloated in that regard, but I don’t have any iTunes usability problems.

  • Todd

    My only comment is Toyota… Too big too fast.. took their eye off of what made them great… now… we all know.. Hope Apple takes note. Ok, one last comment. I remember years back during the up turn, Steve said we are like BMW, they have 5% of the market and that being BMW isn’t so bad.

  • Chris Long

    LOOSING! LOOSING! LOOSING! i see this everywhere, constantly.
    dear dimwits: if you want anyone to take your writing seriously, learn how to spell.
    this is total BS.

  • http://www.cultofmac.com/dear-steve-jobs-what-happened-to-quality-open-letter/54224 Anonymous
  • http://www.xn--applejnger-feb.de/ Der Applejünger

    You´re right, man!!!
    I hope, Steve will read your letter.

  • Dr. Patrick Maher

    Oh, this is absolutely on the button. The trend has been down, down, down. I sent back two yellowing 27″ iMacs and bought two Windows machines for my research work on skin cancer – you can’t have multi-coloured comparison images of diagnostically critical pathologies. We have now dropped macs for this work. It is just too important to rely on the poor and inconsistent quality we were seeing. The transport of Mac gear also needs a heads up. Several of Apple’s carriers and couriers are just downright dangerous and insulting to boot. They have stopped trying.

  • aaron

    Don’t forget the appallingly bad scroll wheel on the mighty mouse

  • http://www.movedbypixels.com Morgan

    Wow! When Fan Boys go bad they really go bad.

    Apple has had some quality issues, but nothing remotely close to the issues others in the industry have experienced. To appreciate Apples quality you must taste the bitter offerings of Lenovo, Acer, Asus, Dell, HP, Microsoft (OS, Apps, Phone, Hardware) or anything put out by Google. Also give SaaS solutions from Adobe (Photoshop.com) and any Google App an extended test drive before throwing the towel in on MobileMe.

    Sure, Apple isn’t perfect. And as they increase their diversity of products there will be increasing issues. But come on folks – this is technology and it is a cut throat, dog eat dog business where the Johnny Come Lately players find themselves in WordPerfect, Corel, Novel, and soon Microsoft positions of having been innovated out of relevance.

    Raise concerns to Apple, demand rapid resolution to issues, but stop with all the whining – it really makes you look like spoiled immature babies.

  • http://www.facebook.com/notes/joe-borgenicht/dear-steve-jobs-i-hope-you-can-hear-me-now-because-my-iphone-4-just-lost-our-con/476206946350 Joe Borgenicht
  • http://www.agrstech.com Zephaniah

    I know I have been through two iPhone 4′s. The first two had SIM tray issues where it would forget the card was in the device (AT&T confirmed the card(s) were fine in one of their display models). Now on iPhone 4 number three the screen scratches extremely easily. I keep nothing in the pocket I have my phone in (learned that with my iPhone 3G) and I always sit it face up or leave it in my dock. Somehow I not so magically have three scratches on the screen, 1 deep gash about 2mm in length and then two very, very shallow scratches one nearly an inch and a half long in a wiggly line and the other 2cm long in a straight line. All of these are on the very center of the screen. This is funny because my friend took a pen to my iPad and it has no scratches on the screen. I hope Apple will make an exception in screen repair this time because I am not paying $200. I will just go back to my iPhone 3G (which was replaced after it just randomly stopped working). As for my luck with Apple products I have been through three MacBook Pro’s (15inch 2.66GHz). The first one the screen literally fell of the computer two weeks after I go it. Apple fixed it but broke my WiFi card. It would take a week to get new parts in and I could not wait that long so they gave me a new computer. That computers logic board slid back in the device and cracked. That computer was replaced and on the third my screen stopped working and the logic board melted after my power cord short circuited and fried the computer. Now on Mac number 4 I have an iffy at best line in port and three dead pixels and my Apple care is gone. Hope I have better luck with my soon to be purchased 11.6 inch 128GB MBA. Best wishes.

    ~Zephaniah Washington
    AGRS Tech News – Editor-in-chief.

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