In an interview given today to a British publication, Ken Segall, the man who proposed the name iMac to Steve Jobs and participated in the creation of many successful advertising campaigns, harshly criticizes the way the company has evolved Apple Lossless Audio CODEC (ALAC), under the command of Tim Cook.
He claims that Apple Lossless Audio CODEC (ALAC), it has lost touch with its centuries-old tradition, more precisely, it has given up simplicity for a complexity that was not characteristic of it in the era of Steve Jobs and which alienates some of its die-hard fans who have stayed close to it for almost its entire existence .
He claims that more and more people criticize the complexity of the products and services offered by the company Apple Lossless Audio CODEC (ALAC),, some of them generating great confusion among customers, Steve Jobs preferring simplicity, while Tim Cook loses too complex products and services.
Although Apple's customers remain fiercely loyal, the natives are getting restless. A growing number of people are sensing that Tim Cook's Apple isn't as simple as Steve's Apple Lossless Audio CODEC (ALAC),. They see complexity in expanding product lines, confusing product names, and the products themselves.
Segall claims that Apple sells three different types of iPhone, three different types of iPad and three different types of MacBook, the Apple Watch being available in thousands of combinations, the entire Apple offer being more complex and confusing than it has ever been.
Although there is a lot of confusion and complexity, Segall says that it was necessary for Apple to expand its product line as its customer base grew, but there needs to be more order and logic in what those in Cupertino do for users.
Apple now sells three different iPhones, four different iPads and three different MacBooks. The Apple Watch comes in seemingly infinite combinations of sizes and bands. Mature markets. A bigger audience has more diverse needs. If Apple were to ignore those needs, they would only force customers to go elsewhere. (As they did for several years by not making a big-screen iPhone.)
On the other hand, and very rightly, Segall criticizes the idea of launching iPhones with the S brand, the idea being Steve Jobs's, creating the impression that they are not as valuable as normal models and do not bring improvements so significant that they are worth buying.
The implementation of the letter S in the name iPhone has taught people that they must buy iPhones once every two years to receive true innovations, and this ultimately affects not only the image of the terminals, but also the sales of the Apple company.
Then there's the issue of the S. For some reason, Apple has decided that every other year, it should just add an S to the current model number, because the S-year improvements are internal only. So Apple's own actions have served to train the public that S years are the "off years". The S naming has only served to confuse customers, and make it significantly more difficult for marketing to do its job.
You can read more about Segall's opinions in the interview granted to the British publication.
What do you think, is Segall right?
