Frustrated

Where is the missing external keyboard incorporating the new Touch Bar

Where is the external Touch Bar keyboard?

OK, I’ll admit I’m what some would call an “Apple fanboy” and I am inclined to give them the benefit of the doubt when it comes to some of their more controversial decisions. I’m certainly prepared to accept higher prices and being required to regularly upgrade peripherals to the latest standards if that gets me a better product. For example, dropping Firewire for Thunderbolt or 30 pin for Lightning connectors.

But I have to say that recently Apple has been annoying the hell out of me. Not yet enough to get me to switch away to another operating system, but certainly enough to make me doubt the competence of the company’s management.

Back in 2010, Apple released the 27 inch Thunderbolt display. I bought one in 2012 for £750 and loved it. If they had upgraded it every 2-3 years, I would have happily given them another £1,500+ by now. They didn’t and have now killed it, instead promoting LG and Dell displays. If they believe that these displays are good enough, why the hell wouldn’t they rebadge one of them and earn a markup and keep that Apple logo front and centre for their customers? If they don’t think the quality is good enough to put their brand on, why are they willing to promote them as the preferred solution?

They neglected the Mac Pro for years and then Phil Schiller finally introduced a new one in 2013 with the line “can’t innovate anymore, my ass”. They have completely failed to update it ever since. Phil’s ass has a lot to answer for at this point.

The Touch Bar introduced yesterday on the new Macbook Pros is a decent new innovation. So why didn’t they launch a new desktop keyboard incorporating it? It would have been straightforward from a technical point of view and would have instantly added value to their existing lineup of desktop machines. A missed opportunity that suggests a culture of neglect for the Mac.

I’m also getting fed up with the dropping of ports. I’m OK with dropping old ports for which there is a better, more modern equivalent. I’m also somewhat sympathetic to the pruning of ports where weight and space are at a premium. But the new Macbook Pros couldn’t squeeze in an SD slot? Or an HDMI port? Neither of these has a more modern equivalent. And whilst USB-C is the successor to standard USB, how problematic would it have been to include at least one for a generation of Macbook Pros whilst in transition? It’s not even as if Apple has come up with any great external options. A drawer full of dongles is a really bad and inelegant solution.

Overall, I can only conclude that the current Apple management is either out of touch or getting the short term / financial considerations out of balance with the long term / customer value ones. Phil Shiller’s ass deserves a kicking and Tim Cook needs to listen to the views of his increasingly disillusioned loyal users.