Apple CEO Tim Cook at the end of Apple's iPad mini announcement |
2012 was a roller coaster of a year for Apple and those who depend on its ecosystem. It was the first full year Apple operated under CEO Tim Cook's thumb, and there were plenty of ups and downs for Cook to ride on.
We thought we'd highlight five of the most notable Apple-related stories as we look back on the last 12 months. Some directly affect Apple's user base more than others, but they all contributed to a company going through developmental change—on the inside and out. In chronological order…
The removal of Java from OS X Web browsers
Tim Cook's public apology for iOS 6 Maps
It's not often Apple issues any kind of public apology for… well, anything. So when it does happen, it means some serious ish is going down in Cupertino. That was apparently the case just weeks after Apple's release of iOS 6. Much to Apple-watchers' surprise, the company posted an open letter in late September to its customers, signed by Tim Cook, that acknowledged Apple's shortcomings when it came to releasing a new, Google-free version of Maps for iOS.
"At Apple, we strive to make world-class products that deliver the best experience possible to our customers," Cook wrote. "With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better."
Since then, Apple continues to take a beating for some of the weaknesses of Maps. But according to our recent poll, almost a third of Ars readers continue to use the app over other mapping solutions on the iPhone.
The launch of the iPad mini
Some Apple-watchers thought the day would never come, but Apple launched its own smaller version of the iPad only two years after Apple cofounder Steve Jobs declared 7" tablets to be "dead in the water." Apple argued that the 7.85" iPad was different from the rest of the 7" tablet market, not just because of the OS it's running, but also because of its 50-67 percent larger usable area.
Unsurprisingly, Apple declared the iPad mini's launch weekend a wild success, with sales of it plus the fourth-generation iPad setting a new first-weekend iPad sales record. Indeed, the iPad mini seems to be popular enough among the masses—especially as we head into the holidays—at its cheaper $329 price point, even though many reviewers (ourselves included) cried over the lack of a "retina" class display.
Scott Forstall ushered out of Apple
Scott Forstall presenting new iOS features during Apple's September 2012 media event. |
A little more than a month later, Cook once again hinted at this as the reason for Forstall's exit in an interview with Bloomberg BusinessWeek. When asked about "what was wrong" with Forstall at Apple, Cook was pragmatic: "The key in the change that you’re referencing is my deep belief that collaboration is essential for innovation."
Despite the apparent "jubilation" following Forstall's departure, the news still came as a shock to many of us who follow the company closely. Forstall's influence on the design and direction of iOS is nothing to sneeze at. Although he's staying on as an advisor to Apple, the operating system may soon take a different turn now that he's no longer in charge.
Decision to manufacture (some) Macs in the US of A
That's why it was both a relief and a surprise when Cook announced this month that Apple would begin manufacturing a line of Macs in the US beginning in 2013. He discussed the decision in his aforementioned interview with Bloomberg, as well as a TV interview with NBC News. Cook revealed Apple has been "working on" increasing its US manufacturing for some time.
"We’re really proud of it. We could have quickly maybe done just assembly, but it’s broader because we wanted to do something more substantial," Cook told Bloomberg. "So we’ll literally invest over $100 million. This doesn't mean that Apple will do it ourselves, but we’ll be working with people, and we’ll be investing our money."
Of course, one line of Macs isn't much, especially when compared against the kind of sales numbers that come from the iPhone and iPad. But the move is symbolic and could lead to increased numbers of electronics—not just from Apple—being made in the US in the future.
No comments:
Post a Comment