Apple’s Struggle for Software Stability: Can iOS 12 Win Back Our Trust?
By David Averbach
Apple didn’t invent the personal computer. Nor did it create the first smartphone or tablet. Throughout the tech company’s history, from its origins with Steve Jobs and Steve Wozniak tinkering in a garage all the way to the present, the key to its success has been in taking emerging technologies and making them user-friendly for the masses. One of Jobs’ catchphrases when introducing a new product was, “It just works.” He said it so frequently it might as well have been Apple’s motto. Apple’s ability to create user-friendly products has not only allowed it to sell products to the masses, but also to charge a premium in the process. Today there are countless Android phones and tablets on the market that cost a fraction of what Apple sells its products for. For example, you can buy a brand-new Kindle Fire for $80 whereas an iPad costs anywhere from $329 for an entry-level model to $1,279 for a fully loaded iPad Pro. It’s no exaggeration to say that Apple’s reputation for making easy-to-use products is its most valuable asset. In the past year, Apple has struggled to meet its own standard. With iOS 12, Apple is attempting to repair the damage incurred by iOS 11 and reclaim its mantra of “It just works.”