What were Apple's biggest advertising mistakes?

The biggest design mistakes Apple has made in the past two years

Apple lost its mojo. Her obsessive attention to detail seems to have gone.

As Apple revived and made its way onto the internet, every home, hand, and wallet became a company that consistently met and exceeded expectations. It became a company with the resources to do virtually anything, with more cash than the US government.

Apple has gotten used to doing things like that, people actually want. And while it still hits far more often than it misses, its missed speak the loudest about the post-Steve Jobs Apple - a bit sloppy, half-baked, and seemingly unimaginative. Apple's newer products are often flawed and puzzling, detrimental to both form and function. For a company whose reputation is based on the development and delivery of superior, near-perfect products, we as customers have the same expectations.

Unfortunately, the Tim Cook era of Apple products did not meet the standards defined by Apple. Let's take a look at some of the bigger missteps.

The watch we didn't need

The Apple Watch is a disappointment. The watch is the perfect example of an Apple product that has put a lot of weight and money behind it. It's the mediocre device that the world didn't really need.

Does the watch have a lot to offer? Sure. The digital crown could be brilliant if it were more intuitive and actually did something useful. I like the heart rate monitor and how I can wear the watch on the treadmill to track my distance. It's also nice to be able to take a look at your wrist to check texts and messages. And of course I can check the time, set timers and use it as a stopwatch.

But the watch is Apple's biggest new design in the Tim Cook era, and it hasn't caught as much fire as the iPod, iPhone, and iPad. It's kind of chunky and thick. It doesn't slip easily under the cuffs of the shirt, nor does it play well with wrist guards. It's not uncomfortable per se, but I don't want to wear it all the time - or to bed, which ruins its chance of being a useful sleep tracker.

The first watch series was slow, often painful with it. Apple fixed this issue with at least the Series 2 model, although apart from the internals and the ability to swim with your watch, they haven't made any significant changes to the mediocre design.

Worse, the watch is connected to the iPhone. you must own an iPhone to use the watch and you have to carry the iPhone with you to take advantage of all of its features. Any benefit you get from wearing the Watch sans iPhone is largely negated by this fact. The watch is more of an extension of your iPhone than a product in its own right, a glorified notification device in many ways. Which is great, except it costs $ 370.

Siri was tempted when the clock was announced. The ability to issue commands with your voice makes sense because the interface is so small and it's nice not to have to scroll and tap when I'm trying to run or drive or do similar activities. Siri could make the watch more practical, but it's so limited it's an afterthought rather than grueling.

Apple had a chance to change the idea of ​​smartwatches with something really groundbreaking. It had the chance to be the smartwatch that set the standard by being thin, self-contained, indispensable, and having battery life measured in days. An incomparable smartwatch.

But instead, just another smartwatch made it. Perhaps it would have been better not to make it at all and instead wait for the technology it takes to create that perfect product. After all, Apple never had to be the first, it just had to be the best.

The new MacBook: a laptop all about dongles

Apple fanboys often complain about the shortage of new computers, namely desktops and laptops, but let's not forget that they released a brand new MacBook last year and more recently an updated MacBook Pro. While the new Pro introduces a really interesting innovation: the Touch Bar, it has followed the same path as its MacBook brothers in terms of connections.

Perhaps Apple is showing a little too much "courage" with these designs. They fix a lot of things, but they also show an obvious disregard for usability. We're obviously referring to the one lone USB-C port on the Macbook (the Pro has four) that single-handedly created a whole new branch of third-party dongles and docks. Not to mention, Apple's own products are incompatible with each other without purchasing additional cables and headphones.

Apple seems to believe that with every new product it launches, it innovates by making everything thinner and removing ports. At a certain point, however, this is not progress - it is impractical.

Apple has also switched to USB-C ports for everything, and renounces one of Apple's greatest inventions: the Magsafe power connector. Not only can Magsafe charge and power my Mac, it saved countless times before it ended up in a broken heap on the floor. Why fix something that isn't broken? Better still, why fix something that can keep it from breaking?

The MacBook Air still feels incredibly thin. Why do we need a MacBook that is thinner and loses functionality? At the end of the day, it will still fit in your carry-on bag. The fact that you have to take accessories with you to make sure you can plug in your external devices or buy new accessories is more cumbersome than an extra millimeter or two in thickness.

If you need all of this crap, it also means that the machine you are using has a serious flaw.

The iPhone Battery Case: aka The Hunchback of Cupertino

Battery compartments seem like a minor issue, but when you're on the go, if you want to cover up a phone that looks as good as an iPhone, you'd think Apple would make it sleek and eye-catching. No If anything, the battery compartment is the ultimate example of a product Apple could design and manufacture to perfection, but instead called (no pun intended).

An iPhone is a beautiful combination of form and function. It's a joy to look at and use, but it's also fragile and prone to damage. Hence, tucking it in a bag is a convenient and inexpensive way to protect it (compared to repairing or replacing a broken phone).

When Apple brings out a battery compartment, I expect them to bring something on the table that offers solid protection and replenishes the battery, but is also aesthetically pleasing. It should read, "Okay, I know I'm hiding this beautiful piece of electronic wonder, but it still looks good."

CONNECTED:How to choose the best battery case for your iPhone

However, the hump doesn't add any functionality. It looks like the battery is huge, but its capacity isn't that big, especially for the $ 99 price tag. With its billions in cash and tremendous design power, Apple could create a battery case that offers unprecedented battery life, yet looks nice and flat. After all, other case manufacturers don't seem to have a problem with this concept, and often less than Apple demands of them.

A battery compartment doesn't seem like the most revolutionary product. This is still a symbol of the new Apple. It's simple, something that Apple could easily have thrown out of the park, a breeze.

Instead, it feels like a rushed, silly failure, like a bad accident that is best not stared at, but just quickly forgotten. It works? Sure, but there are nicer, more thoughtful options out there if you're just shopping.

AirPods: I'd shake my head, but they'd likely fall out

Apple got rid of the headphone jack on the iPhone 7. In return, they brought us a pair of $ 159 worth of Q-Tips and then delayed them indefinitely.

The technology arguably residing in the AirPods is actually pretty amazing. Apple has done some remarkable things, all so small that they are considered a feat of engineering. But that beauty ends with the internals. Yes, the AirPods are noticeable, but they're kind of silly too.

Not only do they look like Q-tips sticking out of your ears, but you also have to put them in a special box to charge them up. every five hours, and then you have to charge the box! It's a $ 159 set of earbuds that can fall out like the EarPods (if, like many of us, you don't have perfect EarPod-shaped ears). Only when these fall out are they not tied to you as a person, so they are likely to simply be lost. (But don't worry, another third-party innovator is trying to fix this.)

But other than that, here's the real problem with the AirPods: Other than the wireless expansion, they didn't improve on Apple's already mediocre EarPods. The biggest shortcoming of the EarPods isn't that the weight of the cord pulls them out of my ears as CEO Tim Cook would have you believe. Earplugs don't fit my ears well. I tend to put them in and back on my ears multiple times to get a "good enough" feeling - and I'm not alone. In fact, an entire home industry has sprung up to address this problem. So I know that I don't find it convenient to jog over bridges or sewer grilles with AirPods.

I understand the EarPodsiPhone that came with the kit are what they are. Apple doesn't have to give us free earbuds, but they do and they do the job. However, if you're looking to put a large wallet on a wireless device, there are better, cheaper, and better-designed options for ears of all sizes. With AirPods, Apple took fantastic internals and put them in the same shitty pair of earbuds.

Honorable Mention: The Pencils Puzzling Lightning Connector

The pencil is a niche that very few Apple users will ever use. Even so, it almost looks like a great Apple product. It's an essential accessory for designers, creatives, and artists who use iPod Pro as a work surface.

Besides this:

You see, if you want to recharge the pencil, you are supposed to do so, which requires one more connector to keep or lug around, and not lose. (Plus the cap that looks like it's getting lost.)

Apple offers an alternative that's just as stupid: you could plug it into your iPad Pro. But why on earth would I stick a $ 99 breakable stick into the charging port on an iPad Pro in such a way that it protrudes fragile and is prone to cats in the air or an absent gesture?

That is exactly the problem! Apple designs 90% of something and then it gives wings to the rest. With the pen, you have a cap to hide the male lightning plug that can be lost and a female lightning plug that can be lost. Why not find a way to hold the cap on the pen? Better still, why not just add a Lightning socket to the design?

I know the pen's charging method is controversial, but I think it speaks for a bigger, more agonizing problem for Apple. You confuse perfect ideas with really questionable design decisions.

If you bring out a $ 99 digital pen accessory, it must make sense. For every aspect, say, “It's so well designed and makes sense.” The same goes for a $ 370 smartwatch, $ 100 battery case, or $ 160 earbuds.

Perfect enough is not good enough

A company like Apple has to offer the look, feel and function of every phase of the design process that Steve Jobs put under the microscope. Perhaps that is why the best-designed, iconic, and enduring Apple products are those made in the Steve Jobs era.

The iPhone is still an unparalleled world-class piece of technology. The iPad is still the tablet to beat. The MacBook Air and Pro are near-perfect laptops. Even the old click wheel iPod is still impressive long after it wasn't really relevant anymore.

It seems reasonable to think that this maniacal love of detail and an eye for design would have sent the battery case back to the drawing board. Maybe the watch would come out later, or at least we would have seen a bigger improvement between version 1 and version 2.

It is obvious that Apple is still innovating. They just aren't perfect no more. Instead it says, "This is a new product that has some serious flaws and design issues, but we think you will buy it because it is made by Apple."

In certain parts of Apple's genius hides new products. But without the 100% perfection, the watch feels like another smartwatch in a sea of ​​other smartwatches. The battery compartment is a battery compartment in a flurry of (better) battery compartments, and the AirPods are an expensive duplicate of cheap earbuds.

It remains to be seen what Apple has in store for the majority of its laptops and desktops. The new touch bar on the new MacBook Pro is impressive, but only a small proportion of Mac users have access to it. It won't change how the vast majority of Mac users interact with their computers unless Apple starts adding them on lower-priced models.

For now, we have to deal with the company's other Mac models being largely ignored while Microsoft sneaks in and does something really cool and exciting. On the other hand, Apple could have a bright future in the dongle business.