Echo #13: Why doesn't Apple admit mistakes and do it right?

Recently, Apple held a presentation at which the company introduced new services - News +, Arcade, Card and TV +. The event turned out to be disappointing for a number of reasons.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Firstly, most of what is presented is not a novelty, but a rethinking of either their own services or competitors' products. And to a greater extent, they (magazine service, gaming, TV) look like an attempt to squeeze the maximum out of not only their audience, but out of everyone who, one way or another, is forced to interact with the company. If you are a developer, then your game will be included in the subscription game service. Do you print news? Be kind to News+.

Time will show how beneficial this is for users. But the absence of such a publication as the New York Times in News+ speaks directly to the questionable benefits for business. The same Wall Street Journal agreed on the condition that only materials from the last three days would be available in News+, that is, on Friday, it would no longer be possible to view an article for Monday.

The second disappointment is Apple TV+, which will feature "special, meaningful content from gifted people." The service screams about the overconfidence of the company. In December 17, Netflix was worth $80 billion, now $157 billion, and so far the purchase is still within the power of Apple. There are a lot of paid cable channels and services, but Apple is confident that they will be able to snatch their piece. And I see that Netflix is ​​no longer a competitor for Apple. The company is at the stage when a little more, and will fly (begin to earn, not burn money), Apple's service is only at the beginning of this journey. Can he pass it? Do not know. And so far, it cannot even be considered as an assistant for selling hardware (after all, you can watch it on smart TVs).

The third disappointment is that the company gave too little information about their new products to make a full-fledged item.

Windows and Microsoft renaissance

Edge Chromium

As one example, the following mentions the belief of Microsoft employees that Internet Explorer and Edge browsers are the best thing that happened to Windows users. With the advent of Satya Nadella, the attitude towards mistakes in the company has become easier. Nadella introduces the politics of rationality. If a company can make a product on its own, this does not mean that it should be done. First of all, you should see if this product can be better in some way. One of the consequences of this strategy was the abandonment of its own engine (EdgeHTML and Chakra), and now Microsoft Edge runs on Chromium.

Echo #13: Why doesn't Apple admit mistakes and do it right? Echo #13: Why doesn't Apple admit mistakes and do the right thing? Echo #13: Why doesn't Apple admit mistakes and do the right thing?

Firstly, evaluate how much strength, courage, and what a turn Microsoft made in general, abandoning its own technologies. This says a lot about the new policy of the company.

Secondly, the company seems to have managed to keep the best of both worlds. The new Edge Chromium runs familiar Google Chrome extensions. But its battery life seems to be on par with the regular Edge. If you forgot, then, for example, when watching a video, this difference is up to two hours not in favor of Chrome. I have an HP Specter x360 on the test, on which I installed the latest test assembly. I will test.

New Windows Features

Is it just me, or has Windows been flourishing by leaps and bounds lately? Recently I noticed that the computer turns on exactly at the moment where it stopped, that is, Windows can be turned off with an open browser, Word, Excel, turned on, and everything will reopen. At the same time, if the document has not been saved, then Windows simply opens the application and makes it possible to open the last autosave (as I understand it, it is done immediately before the system is turned off).

Another feature that is still in test mode is a regular utility that displays the smartphone screen on a computer monitor. The companion app must be installed on the phone. That is, the user gets the opportunity to use the mouse on the computer to walk on the phone, open applications, and so on.

Why companies benefit from not admitting mistakes

Introduction

People who are interested in the situation on the electronics market, it's hard not to notice that lately Apple has had various jambs falling out of a cornucopia, giving rise to gossip that the company is no longer the same.

In general, no one is immune from mistakes, and their price can be different. Often it's a little thing. Suffice it to recall the story of 2010 with the iPhone 4, the communication quality of which decreased if you covered the antenna. Sometimes the consequences of mistakes are catastrophic. An illustration of this is the situation with Toyota, when the brakes failed due to a marriage, as a result of which almost 90 people died. By the way, a very informative video with an apology from CEO Akio Toyoda:

If you look at the situation in general, then the problems are different, but they develop according to a similar scenario: first, the company pretends not to pay attention, then denies, then reluctantly admits that "a small percentage of users may encounter a problem", and only then does make some kind of guarantee refunds if the public and the media press on, and lawyers They say it's easy to lose in court. Often on the forums and in the comments you can find exclamations: why did it take so long and why was it not immediately recognized as a mistake? After all, the rule is well known: if you want to extinguish the conflict, then enter the position of the client and apologize. And it seems that this is the most correct strategy, but why don't large companies follow it?

How Apple does it

Let's try to understand the example of Apple. Despite the fact that Steve Jobs is long gone, Apple still lives on his legacy. Jobs, known for his craving for perfectionism, tightly drove into the heads of both customers and employees that, firstly, everything is always perfect with Apple and there are no mistakes, and secondly, nothing is impossible for the company. You may remember how long Apple could not release the white iPhone 4, postponing the launch several times, but eventually got over the situation. Recently, the situation repeated itself with AirPower wireless charging, but with a negative outcome. She understood more in "Spikers". It seems that wireless charging is a trifle, but the very fact of admitting to ourselves and the public that Apple cannot do something, out of habit, hits the nervous system hard. And equally demotivates both employees and customers, and Yabloko fans.

When it comes to employees, a corporate culture that does not admit mistakes is very common. Suffice it to recall Microsoft, refusing to comprehend the seemingly obvious - Lumia does not fly in the smartphone market, and an extra billion pumped in will not save you from failure. Where there! Microsoft was convinced that Lumia was the best, and Internet Explorer, and later Edge, were the best browsers. On the other hand, this kind of motivation - the feeling that you play in a team of winners - is extremely important for maintaining a corporate spirit and a healthy climate in the team, inventing new things and moving forward. Everything is obvious here: when you are confident in your abilities, it is easier to achieve more than when you are an insecure mumbler.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The same goes for the fans - they are valuable allies in the fight for the internal confidence of the company (we are great, that's how we are loved!), As well as for public opinion. Fans are ready to forgive many sins if the values ​​inherent in the so-called core of the brand remain unchanged. Apple is think different, perfect design, super quality and innovation wrapped in a simple form (that is, under the hood everything is super-duper tricked out, but the technology is so easy to use that even cats can play on the iPad). It is the fans who help to survive the dark times and tend to take the word of the company. Relatively speaking, if a fan breaks something, but the company claims that these are isolated cases, then the fan is inclined to believe it.

And this tactic works if the company really makes few mistakes. Apple just is, or rather, was such a company. In the last couple of years, a strange roll has begun, but the foundations laid are so strong that it seems that these are only temporary difficulties. I say this from my own experience, although I have never been an ardent fan of products. Judge for yourself!

Let's start with the fact that on Monday the site published material about how a colleague bought a new MacBook Air and its buttons are buggy. Recently there was news that the cable is frayed in MacBooks, but it seems that Apple has corrected the length, however, experts are not sure that this will completely solve the problem, since the layout is so tight that the cable still continues to rub against the board. iFixit could not say for sure, assuming that, probably, the screen would simply fail not in two years, but, let's say, in three. I won’t even remember about various security holes in macOS. In short, problems that, in theory, should make you think about whether you should buy an expensive device if there could be problems with it.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The difference in millimeters between the new and old plume. It is unlikely that they saved, rather the engineers overlooked

I'll close by saying that it's about time I need to upgrade my macbook, and now I'm testing the gorgeous HP Specter x360, a beautiful, stylish, and powerful laptop with stylus support and a confirmed 12-hour battery life (typing text on it is just space). So what? Despite all this knowledge and the presence of HP in my hands, the thought just doesn’t fit in my head how you can buy a non-Macbook. The previous achievements of Apple are too strong to be simply taken and crossed out.

And in the depths there is confidence that Apple will definitely fix all the jambs. This, by the way, is another reason why you should not immediately admit a mistake. What for? If you can fix it quietly. And users are happy to be deceived. Well, no one is safe from marriage. Everyone understands this. The main thing is to keep the faith that mistakes in general and marriage in particular happen much less often than your competitors.

By the way, I remember how, after the release of the iPhone 7, one friend decided to buy it. To my words, they say, why, because this phone is better for this and that, and the price is good, he objected disarmingly simply: What are you! iPhone is cool! . (Note: To understand the background of a friend: at that time he was still on the right side of the age of 30, he graduated from a very good university, the right job, a managerial position, a very correct salary). The work of the Apple brand in its purest form.

At the beginning of the article, I wrote that those who follow the market could not help but notice the growth of Apple jambs. However, the news that sounds alarming to us (bad keyboards, bending cases, initially crooked iPads did not make this ill-fated charge) pass almost unnoticed by the world, and they are quickly forgotten. In fact, they are of no interest to anyone. Most buyers do not follow the technical component at all, focusing only on the socially unconscious perception. And here is the conclusion: why admit a mistake, throw it into the fire, if it will soon boil over on thematic forums and go out? And if not, then you need to make sure that it goes out, because the recognition of mistakes is not only a blow to the reputation, which is carefully and reverently raised, groomed and cherished, but almost always a waste of money.

For business, any apology usually results in a significant amount of money. You don't have to go far. As a result, Apple spent $175 million to solve communication problems in the iPhone 4. To the bumpers! And the recognition that battery wear affects the speed of the device, and even more so, cost 3-4 billion in lost profits: the people decided that it was more profitable to replace the battery at a reduced price than to buy a new iPhone.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Instead of a conclusion

If you look at the world through the eyes of a big company, then for it a mistake is a blow to reputation, which, one way or another, will backfire in the future and give rise to attacks, it is a demotivation of its own employees, and usually it is also a significant waste of money. Perhaps the last point for top managers is the most terrible, because the funds for covering errors can be taken from the annual bonus.

Companies need to apologize only when the problem is really massive. Then it is advisable to apologize preemptively and do it somehow effectively. For example, Samsung, which completely recalled the Note 7 around the world, did the right thing. As a result, this situation did not affect the perception of the brand, and people felt that the company was ready to take responsibility.

If we talk about a fraying cable or a bending iPad, iPhone, then it's easier to monitor the situation in order to act proactively, if anything.

In the case of the butterfly defect, Apple chose the right time to plead guilty. After all, if the jambs of the first and second generation could still be blamed on the user (do not crumble on the keyboard!), The third generation of the keyboard was initially sold under the sauce that all problems were solved, but along the way due to design defects, the problem turned out to be massive. Well, in general, I'm sure that the new macbooks will be free of defects. And you?

Echo #13: Why doesn't Apple admit mistakes and do it right?

Recently, Apple held a presentation at which the company introduced new services - News +, Arcade, Card and TV +. The event turned out to be disappointing for a number of reasons.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Firstly, most of what is presented is not a novelty, but a rethinking of either their own services or competitors' products. And to a greater extent, they (magazine service, gaming, TV) look like an attempt to squeeze the maximum out of not only their audience, but out of everyone who, one way or another, is forced to interact with the company. If you are a developer, then your game will be included in the subscription game service. Do you print news? Be kind to News+.

Time will show how beneficial this is for users. But the absence of such a publication as the New York Times in News+ speaks directly to the questionable benefits for business. The same Wall Street Journal agreed on the condition that only materials from the last three days would be available in News+, that is, on Friday, it would no longer be possible to view an article for Monday.

The second disappointment is Apple TV+, which will feature "special, meaningful content from gifted people." The service screams about the overconfidence of the company. In December 17, Netflix was worth $80 billion, now it's $157 billion, and so far the purchase is still within Apple's power. There are a lot of paid cable channels and services, but Apple is confident that they will be able to snatch their piece. And I see that Netflix is ​​no longer a competitor for Apple. The company is at the stage when a little more, and will fly (begin to earn, not burn money), Apple's service is only at the beginning of this journey. Can he pass it? Do not know. And so far, it cannot even be considered as an assistant for selling hardware (after all, you can watch it on smart TVs).

The third disappointment is that the company gave too little information about their new products to make a full-fledged item.

Windows and Microsoft renaissance

Edge Chromium

As one example, the following mentions the belief of Microsoft employees that Internet Explorer and Edge browsers are the best thing that happened to Windows users. With the advent of Satya Nadella, the attitude towards mistakes in the company has become easier. Nadella introduces the politics of rationality. If a company can make a product on its own, this does not mean that it should be done. First of all, you should see if this product can be better in some way. One of the consequences of this strategy was the abandonment of its own engine (EdgeHTML and Chakra), and now Microsoft Edge runs on Chromium.

Echo #13: Why doesn't Apple admit mistakes and do it right? Echo #13: Why doesn't Apple admit mistakes and do the right thing? Echo #13: Why doesn't Apple admit mistakes and do the right thing?

Firstly, evaluate how much strength, courage, and what a turn Microsoft made in general, abandoning its own technologies. This says a lot about the new policy of the company.

Secondly, the company seems to have managed to keep the best of both worlds. The new Edge Chromium runs familiar Google Chrome extensions. But its battery life seems to be on par with the regular Edge. If you forgot, then, for example, when watching a video, this difference is up to two hours not in favor of Chrome. I have an HP Specter x360 on the test, on which I installed the latest test assembly. I will test.

New Windows Features

Is it just me, or has Windows been flourishing by leaps and bounds lately? Recently I noticed that the computer turns on exactly at the moment where it stopped, that is, Windows can be turned off with an open browser, Word, Excel, turned on, and everything will reopen. At the same time, if the document has not been saved, then Windows simply opens the application and makes it possible to open the last autosave (as I understand it, it is done immediately before the system is turned off).

Another feature that is still in test mode is a regular utility that displays the smartphone screen on a computer monitor. The companion app must be installed on the phone. That is, the user gets the opportunity to use the mouse on the computer to walk on the phone, open applications, and so on.

Why it is beneficial for companies not to admit mistakes

Introduction

People who are interested in the situation on the electronics market, it's hard not to notice that lately Apple has had various jambs falling out of a cornucopia, giving rise to gossip that the company is no longer the same.

In general, no one is immune from mistakes, and their price can be different. Often it's a little thing. Suffice it to recall the story of 2010 with the iPhone 4, the communication quality of which decreased if you covered the antenna. Sometimes the consequences of mistakes are catastrophic. An illustration of this is the situation with Toyota, when the brakes failed due to a marriage, as a result of which almost 90 people died. By the way, a very informative video with an apology from CEO Akio Toyoda:

If you look at the situation in general, then the problems are different, but they develop according to a similar scenario: first, the company pretends not to pay attention, then denies, then reluctantly admits that "a small percentage of users may encounter a problem", and only then does make some kind of guarantee refunds if the public and the media press on, and lawyers They say it's easy to lose in court. Often on the forums and in the comments you can find exclamations: why did it take so long and why was it not immediately recognized as a mistake? After all, the rule is well known: if you want to extinguish the conflict, then enter the position of the client and apologize. And it seems that this is the most correct strategy, but why don't large companies follow it?

How Apple does it

Let's try to understand the example of Apple. Despite the fact that Steve Jobs is long gone, Apple still lives on his legacy. Jobs, known for his craving for perfectionism, tightly drove into the heads of both customers and employees that, firstly, everything is always perfect with Apple and there are no mistakes, and secondly, nothing is impossible for the company. You may remember how long Apple could not release the white iPhone 4, postponing the launch several times, but eventually got over the situation. Recently, the situation repeated itself with AirPower wireless charging, but with a negative outcome. She understood more in "Spikers". It seems that wireless charging is a trifle, but the very fact of admitting to ourselves and the public that Apple cannot do something, out of habit, hits the nervous system hard. And equally demotivates both employees and customers, and Yabloko fans.

When it comes to employees, a corporate culture that does not admit mistakes is very common. Suffice it to recall Microsoft, refusing to comprehend the seemingly obvious - Lumia does not fly in the smartphone market, and an extra billion pumped in will not save you from failure. Where there! Microsoft was convinced that Lumia was the best, and Internet Explorer, and later Edge, were the best browsers. On the other hand, this kind of motivation - the feeling that you play in a team of winners - is extremely important for maintaining a corporate spirit and a healthy climate in the team, inventing new things and moving forward. Everything is obvious here: when you are confident in your abilities, it is easier to achieve more than when you are an insecure mumbler.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The same goes for the fans - they are valuable allies in the fight for the internal confidence of the company (we are great, that's how we are loved!), As well as for public opinion. Fans are ready to forgive many sins if the values ​​inherent in the so-called core of the brand remain unchanged. Apple is think different, perfect design, super quality and innovation wrapped in a simple form (that is, under the hood everything is super-duper heaped up, but the technology is so easy to use that even cats can play on the iPad). It is the fans who help to survive the dark times and tend to take the word of the company. Relatively speaking, if a fan breaks something, but the company claims that these are isolated cases, then the fan is inclined to believe it.

And this tactic works if the company really makes few mistakes. Apple just is, or rather, was such a company. In the last couple of years, a strange roll has begun, but the foundations laid are so strong that it seems that these are only temporary difficulties. I say this from my own experience, although I have never been an ardent fan of products. Judge for yourself!

Let's start with the fact that on Monday the site published material about how a colleague bought a new MacBook Air and its buttons are buggy. Recently there was news that the cable is frayed in MacBooks, but it seems that Apple has corrected the length, however, experts are not sure that this will completely solve the problem, since the layout is so tight that the cable still continues to rub against the board. iFixit could not say for sure, assuming that, probably, the screen would simply fail not in two years, but, let's say, in three. I won’t even remember about various security holes in macOS. In short, problems that, in theory, should make you think about whether you should buy an expensive device if there could be problems with it.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The difference in millimeters between the new and old plume. It is unlikely that they saved, rather the engineers overlooked

I'll close by saying that it's about time I need to upgrade my macbook, and now I'm testing the gorgeous HP Specter x360, a beautiful, stylish, and powerful laptop with stylus support and a confirmed 12-hour battery life (typing text on it is just space). So what? Despite all this knowledge and the presence of HP in my hands, the thought just doesn’t fit in my head how you can buy a non-Macbook. The previous achievements of Apple are too strong to be simply taken and crossed out.

And in the depths there is confidence that Apple will definitely fix all the jambs. This, by the way, is another reason why you should not immediately admit a mistake. What for? If you can fix it quietly. And users are happy to be deceived. Well, no one is safe from marriage. Everyone understands this. The main thing is to keep the faith that mistakes in general and marriage in particular happen much less often than your competitors.

By the way, I remember how, after the release of the iPhone 7, one friend decided to buy it. To my words, they say, why, because this phone is better for this and that, and the price is good, he objected disarmingly simply: What are you! iPhone is cool! . (Note: To understand the background of a friend: at that time he was still on the right side of the age of 30, he graduated from a very good university, the right job, a managerial position, a very correct salary). The work of the Apple brand in its purest form.

At the beginning of the article, I wrote that those who follow the market could not help but notice the growth of Apple jambs. However, the news that sounds alarming to us (bad keyboards, bending cases, initially crooked iPads did not make this ill-fated charge) pass almost unnoticed by the world, and they are quickly forgotten. In fact, they are of no interest to anyone. Most buyers do not follow the technical component at all, focusing only on the socially unconscious perception. And here is the conclusion: why admit a mistake, throw it into the fire, if it will soon boil over on thematic forums and go out? And if not, then you need to make sure that it goes out, because the recognition of mistakes is not only a blow to the reputation, which is carefully and reverently raised, groomed and cherished, but almost always a waste of money.

For business, any apology usually results in a significant amount of money. You don't have to go far. As a result, Apple spent $175 million to solve communication problems in the iPhone 4. To the bumpers! And the recognition that battery wear affects the speed of the device, and even more so, cost 3-4 billion in lost profits: the people decided that it was more profitable to replace the battery at a reduced price than to buy a new iPhone.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Instead of a conclusion

If you look at the world through the eyes of a big company, then for it a mistake is a blow to reputation, which, one way or another, will backfire in the future and give rise to attacks, it is a demotivation of its own employees, and usually it is also a significant waste of money. Perhaps the last point for top managers is the most terrible, because the funds for covering errors can be taken from the annual bonus.

Companies need to apologize only when the problem is really massive. Then it is advisable to apologize preemptively and do it somehow effectively. For example, Samsung, which completely recalled the Note 7 around the world, did the right thing. As a result, this situation did not affect the perception of the brand, and people felt that the company was ready to take responsibility.

If we talk about a fraying cable or a bending iPad, iPhone, then it's easier to monitor the situation in order to act proactively, if anything.

In the case of the butterfly defect, Apple chose the right time to plead guilty. After all, if the jambs of the first and second generation could still be blamed on the user (do not crumble on the keyboard!), The third generation of the keyboard was initially sold under the sauce that all problems were solved, but along the way due to design defects, the problem turned out to be massive. Well, in general, I'm sure that the new macbooks will be free of defects. And you?

Echo #13: Why doesn't Apple admit mistakes and do it right?

Recently, Apple held a presentation at which the company introduced new services - News +, Arcade, Card and TV +. The event turned out to be disappointing for a number of reasons.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Firstly, most of what is presented is not a novelty, but a rethinking of either their own services or competitors' products. And to a greater extent, they (magazine service, gaming, TV) look like an attempt to squeeze the maximum out of not only their audience, but out of everyone who, one way or another, is forced to interact with the company. If you are a developer, then your game will be included in the subscription game service. Do you print news? Be kind to News+.

Time will show how beneficial this is for users. But the absence of such a publication as the New York Times in News+ speaks directly to the questionable benefits for business. The same Wall Street Journal agreed on the condition that only materials from the last three days would be available in News+, that is, on Friday, it would no longer be possible to view an article for Monday.

The second disappointment is Apple TV+, which will feature "special, meaningful content from gifted people." The service screams about the overconfidence of the company. In December 17, Netflix was worth $80 billion, now it's $157 billion, and so far the purchase is still within Apple's power. There are a lot of paid cable channels and services, but Apple is confident that they will be able to snatch their piece. And I see that Netflix is ​​no longer a competitor for Apple. The company is at the stage when a little more, and will fly (begin to earn, not burn money), Apple's service is only at the beginning of this journey. Can he pass it? Do not know. And so far, it cannot even be considered as an assistant for selling hardware (after all, you can watch it on smart TVs).

The third disappointment is that the company gave too little information about their new products to make a full-fledged item.

Windows and Microsoft renaissance

Edge Chromium

As one example, the following mentions the belief of Microsoft employees that Internet Explorer and Edge browsers are the best thing that happened to Windows users. With the advent of Satya Nadella, the attitude towards mistakes in the company has become easier. Nadella introduces the politics of rationality. If a company can make a product on its own, this does not mean that it should be done. First of all, you should see if this product can be better in some way. One of the consequences of this strategy was the abandonment of its own engine (EdgeHTML and Chakra), and now Microsoft Edge runs on Chromium.

Echo #13: Why doesn't Apple admit mistakes and do it right? Echo #13: Why doesn't Apple admit mistakes and do the right thing? Echo #13: Why doesn't Apple admit mistakes and do the right thing?

Firstly, evaluate how much strength, courage and what a turn Microsoft made in general, abandoning its own technologies. This says a lot about the new policy of the company.

Secondly, the company seems to have managed to keep the best of both worlds. The new Edge Chromium runs familiar Google Chrome extensions. But its battery life seems to be on par with the regular Edge. If you forgot, then, for example, when watching a video, this difference is up to two hours not in favor of Chrome. I have an HP Specter x360 on the test, on which I installed the latest test build. I will test.

New Windows Features

Is it just me, or has Windows been flourishing by leaps and bounds lately? Recently I noticed that the computer turns on exactly at the moment where it stopped, that is, Windows can be turned off with an open browser, Word, Excel, turned on, and everything will reopen. At the same time, if the document has not been saved, then Windows simply opens the application and makes it possible to open the last autosave (as I understand it, it is done immediately before the system is turned off).

Another feature that is still in test mode is a regular utility that displays the smartphone screen on a computer monitor. The companion app must be installed on the phone. That is, the user gets the opportunity to use the mouse on the computer to walk on the phone, open applications, and so on.

Why companies benefit from not admitting mistakes

Introduction

People who are interested in the situation on the electronics market, it's hard not to notice that lately Apple has had various jambs falling out of a cornucopia, giving rise to gossip that the company is no longer the same.

In general, no one is immune from mistakes, and their price can be different. Often it's a little thing. Suffice it to recall the story of 2010 with the iPhone 4, the communication quality of which decreased if you covered the antenna. Sometimes the consequences of mistakes are catastrophic. An illustration of this is the situation with Toyota, when the brakes failed due to a marriage, as a result of which almost 90 people died. By the way, a very informative video with an apology from CEO Akio Toyoda:

If you look at the situation in general, then the problems are different, but they develop according to a similar scenario: first, the company pretends not to pay attention, then denies, then reluctantly admits that "a small percentage of users may encounter a problem", and only then does make some kind of guarantee refunds if the public and the media press on, and lawyers They say it's easy to lose in court. Often on the forums and in the comments you can find exclamations: why did it take so long and why was it not immediately recognized as a mistake? After all, the rule is well known: if you want to extinguish the conflict, then enter the position of the client and apologize. And it seems that this is the most correct strategy, but why don't large companies follow it?

How Apple does it

Let's try to understand the example of Apple. Despite the fact that Steve Jobs is long gone, Apple still lives on his legacy. Jobs, known for his craving for perfectionism, tightly drove into the heads of both customers and employees that, firstly, everything is always perfect with Apple and there are no mistakes, and secondly, nothing is impossible for the company. You may remember how long Apple could not release the white iPhone 4, postponing the launch several times, but eventually got over the situation. Recently, the situation repeated itself with AirPower wireless charging, but with a negative outcome. She understood more in "Spikers". It seems that wireless charging is a trifle, but the very fact of admitting to ourselves and the public that Apple cannot do something, out of habit, hits the nervous system hard. And equally demotivates both employees and customers, and Yabloko fans.

When it comes to employees, a corporate culture that does not admit mistakes is very common. Suffice it to recall Microsoft, refusing to comprehend the seemingly obvious - Lumia does not fly in the smartphone market, and an extra billion pumped in will not save you from failure. Where there! Microsoft was convinced that Lumia was the best, and Internet Explorer, and later Edge, were the best browsers. On the other hand, this kind of motivation - the feeling that you play in a team of winners - is extremely important for maintaining a corporate spirit and a healthy climate in the team, inventing new things and moving forward. Everything is obvious here: when you are confident in your abilities, it is easier to achieve more than when you are an insecure mumbler.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The same goes for the fans - they are valuable allies in the fight for the internal confidence of the company (we are great, that's how we are loved!), As well as for public opinion. Fans are ready to forgive many sins if the values ​​inherent in the so-called core of the brand remain unchanged. Apple is think different, perfect design, super quality and innovation wrapped in a simple form (that is, under the hood everything is super-duper heaped up, but the technology is so easy to use that even cats can play on the iPad). It is the fans who help to survive the dark times and tend to take the word of the company. Relatively speaking, if a fan breaks something, but the company claims that these are isolated cases, then the fan is inclined to believe it.

And this tactic works if the company really makes few mistakes. Apple just is, or rather, was such a company. In the last couple of years, a strange roll has begun, but the foundations laid are so strong that it seems that these are only temporary difficulties. I say this from my own experience, although I have never been an ardent fan of products. Judge for yourself!

Let's start with the fact that on Monday the site published material about how a colleague bought a new MacBook Air and its buttons are buggy. Recently there was news that the cable is frayed in MacBooks, but it seems that Apple has corrected the length, however, experts are not sure that this will completely solve the problem, since the layout is so tight that the cable still continues to rub against the board. iFixit could not say for sure, assuming that, probably, the screen would simply fail not in two years, but, let's say, in three. I won’t even remember about various security holes in macOS. In short, problems that, in theory, should make you think about whether you should buy an expensive device if there could be problems with it.

Echo #13: Why doesn't Apple admit mistakes and do it right?

The difference in millimeters between the new and old plume. It is unlikely that they saved, rather the engineers overlooked

I'll close by saying that it's about time I need to upgrade my macbook, and now I'm testing the gorgeous HP Specter x360, a beautiful, stylish, and powerful laptop with stylus support and a confirmed 12-hour battery life (typing text on it is just space). So what? Despite all this knowledge and the presence of HP in my hands, the thought just doesn’t fit in my head how you can buy a non-Macbook. Apple's previous achievements are too strong to be simply taken and crossed out.

And in the depths there is confidence that Apple will definitely fix all the jambs. This, by the way, is another reason why you should not immediately admit a mistake. What for? If you can fix it quietly. And users are happy to be deceived. Well, no one is safe from marriage. Everyone understands this. The main thing is to keep the faith that mistakes in general and marriage in particular happen much less often than your competitors.

By the way, I remember how, after the release of the iPhone 7, one friend decided to buy it. To my words, they say, why, because this phone is better for this and that, and the price is good, he objected disarmingly simply: What are you! iPhone is cool! . (Note: To understand the background of a friend: at that time he was still on the right side of the age of 30, he graduated from a very good university, the right job, a managerial position, a very correct salary). The work of the Apple brand in its purest form.

At the beginning of the article, I wrote that those who follow the market could not help but notice the growth of Apple jambs. However, the news that sounds alarming to us (bad keyboards, bending cases, initially crooked iPads did not make this ill-fated charge) pass almost unnoticed by the world, and they are quickly forgotten. In fact, they are of no interest to anyone. Most buyers do not follow the technical component at all, focusing only on the socially unconscious perception. And here is the conclusion: why admit a mistake, throw it into the fire, if it will soon boil over on thematic forums and go out? And if not, then you need to make sure that it goes out, because the recognition of mistakes is not only a blow to the reputation, which is carefully and reverently raised, groomed and cherished, but almost always a waste of money.

For business, any apology usually results in a significant amount of money. You don't have to go far. As a result, Apple spent $175 million to solve communication problems in the iPhone 4. To the bumpers! And the recognition that battery wear affects the speed of the device, and even more so, cost 3-4 billion in lost profits: the people decided that it was more profitable to replace the battery at a reduced price than to buy a new iPhone.

Echo #13: Why doesn't Apple admit mistakes and do it right?

Instead of a conclusion

If you look at the world through the eyes of a big company, then for it a mistake is a blow to reputation, which, one way or another, will backfire in the future and give rise to attacks, it is a demotivation of its own employees, and usually it is also a significant waste of money. Perhaps the last point for top managers is the most terrible, because the funds for covering errors can be taken from the annual bonus.

Companies need to apologize only when the problem is really massive. Then it is advisable to apologize preemptively and do it somehow effectively. For example, Samsung, which completely recalled Note 7 around the world, did the right thing. As a result, this situation did not affect the perception of the brand, and people felt that the company was ready to take responsibility.

If we talk about a fraying cable or a bending iPad, iPhone, then it's easier to monitor the situation in order to act proactively, if anything.

In the case of the butterfly defect, Apple chose the right time to plead guilty. After all, if the jambs of the first and second generation could still be blamed on the user (do not crumble on the keyboard!), The third generation of the keyboard was initially sold under the sauce that all problems were solved, but along the way due to design defects, the problem turned out to be massive. Well, in general, I'm sure that the new macbooks will be free of defects. And you?

Echo #13: Why doesn't Apple admit mistakes and do it right?

Recently, Apple held a presentation at which the company introduced new services - News +, Arcade, Card and TV +. The event turned out to be disappointing for a number of reasons.

Firstly, most of what is presented is not a novelty, but a rethinking of either their own services or competitors' products. And to a greater extent, they (magazine service, gaming, TV) look like an attempt to squeeze the maximum out of not only their audience, but out of everyone who, one way or another, is forced to interact with the company. If you are a developer, then your game will be included in the subscription game service. Do you print news? Be kind to News+.

Time will show how beneficial this is for users. But the absence of such a publication as the New York Times in News+ speaks directly to the questionable benefits for business. The same Wall Street Journal agreed on the condition that only materials from the last three days would be available in News+, that is, on Friday, it would no longer be possible to view an article for Monday.

The second disappointment is Apple TV+, which will feature "special, meaningful content from gifted people." The service screams about the overconfidence of the company. In December 17, Netflix was worth $80 billion, now it's $157 billion, and so far the purchase is still within Apple's power. There are a lot of paid cable channels and services, but Apple is confident that they will be able to snatch their piece. And I see that Netflix is ​​no longer a competitor for Apple. The company is at the stage when a little more, and will fly (begin to earn, not burn money), Apple's service is only at the beginning of this journey. Can he pass it? Do not know. And so far, it cannot even be considered as an assistant for selling hardware (after all, you can watch it on smart TVs).

The third disappointment is that the company gave too little information about their new products to make a full-fledged item.

Windows and Microsoft renaissance

Edge Chromium

As one example, the following mentions the belief of Microsoft employees that Internet Explorer and Edge browsers are the best thing that happened to Windows users. With the advent of Satya Nadella, the attitude towards mistakes in the company has become easier. Nadella introduces the politics of rationality. If a company can make a product on its own, this does not mean that it should be done. First of all, you should see if this product can be better in some way. One of the consequences of this strategy was the abandonment of its own engine (EdgeHTML and Chakra), and now Microsoft Edge runs on Chromium.

Firstly, evaluate how much strength, courage and what a turn Microsoft made in general, abandoning its own technologies. This says a lot about the new policy of the company.

Secondly, the company seems to have managed to keep the best of both worlds. The new Edge Chromium runs familiar Google Chrome extensions. But its battery life seems to be on par with the regular Edge. If you forgot, then, for example, when watching a video, this difference is up to two hours not in favor of Chrome. I have an HP Specter x360 on the test, on which I installed the latest test build. I will test.

New Windows Features

Is it just me, or has Windows been flourishing by leaps and bounds lately? Recently I noticed that the computer turns on exactly at the moment where it stopped, that is, Windows can be turned off with an open browser, Word, Excel, turned on, and everything will reopen. At the same time, if the document has not been saved, then Windows simply opens the application and makes it possible to open the last autosave (as I understand it, it is done immediately before the system is turned off).

Another feature that is still in test mode is a regular utility that displays the smartphone screen on a computer monitor. The companion app must be installed on the phone. That is, the user gets the opportunity to use the mouse on the computer to walk on the phone, open applications, and so on.

Why companies benefit from not admitting mistakes

Introduction

People who are interested in the situation on the electronics market, it's hard not to notice that lately Apple has had various jambs falling out of a cornucopia, giving rise to gossip that the company is no longer the same.

In general, no one is immune from mistakes, and their price can be different. Often it's a little thing. Suffice it to recall the story of 2010 with the iPhone 4, the communication quality of which decreased if you covered the antenna. Sometimes the consequences of mistakes are catastrophic. An illustration of this is the situation with Toyota, when the brakes failed due to a marriage, as a result of which almost 90 people died. By the way, a very informative video with an apology from CEO Akio Toyoda:

If you look at the situation in general, then the problems are different, but they develop according to a similar scenario: first, the company pretends not to pay attention, then denies, then reluctantly admits that "a small percentage of users may encounter a problem", and only then does it make some kind of guarantee compensation if the public and the media put pressure on it, and lawyers say that it is easy to lose in court. Often on the forums and in the comments you can find exclamations: why did it take so long and why was it not immediately recognized as a mistake? After all, the rule is well known: if you want to extinguish the conflict, then enter the position of the client and apologize. And it seems that this is the most correct strategy, but why don't large companies follow it?

If you look at the situation in general, then the problems are different, but they develop according to a similar scenario: first, the company pretends not to pay attention, then denies, then reluctantly admits that “a small percentage of users may encounter a problem”, and only then makes some kind of guarantee compensation if the public and the media press on, and lawyers say that it is easy to lose in court. Often on the forums and in the comments you can find exclamations: why did it take so long and why was it not immediately recognized as a mistake? After all, the rule is well known: if you want to extinguish the conflict, then enter the position of the client and apologize. And it seems that this is the most correct strategy, but why don't large companies follow it?

How Apple does it

Let's try to understand the example of Apple. Despite the fact that Steve Jobs is long gone, Apple still lives on his legacy. Jobs, known for his craving for perfectionism, tightly drove into the heads of both customers and employees that, firstly, everything is always perfect with Apple and there are no mistakes, and secondly, nothing is impossible for the company. You may remember how long Apple could not release the white iPhone 4, postponing the launch several times, but eventually got over the situation. Recently, the situation repeated itself with AirPower wireless charging, but with a negative outcome. She understood more in "Spikers". It seems that wireless charging is a trifle, but the very fact of admitting to ourselves and the public that Apple cannot do something, out of habit, hits the nervous system hard. And equally demotivates both employees and customers, and Yabloko fans.

When it comes to employees, a corporate culture that does not admit mistakes is very common. Suffice it to recall Microsoft, refusing to comprehend the seemingly obvious - Lumia does not fly in the smartphone market, and an extra billion pumped in will not save you from failure. Where there! Microsoft was convinced that Lumia was the best, and Internet Explorer, and later Edge, were the best browsers. On the other hand, this kind of motivation - the feeling that you play in a team of winners - is extremely important for maintaining a corporate spirit and a healthy climate in the team, inventing new things and moving forward. Everything is obvious here: when you are confident in your abilities, it is easier to achieve more than when you are an insecure mumbler.

The same goes for the fans - they are valuable allies in the fight for the internal confidence of the company (we are great, that's how we are loved!), As well as for public opinion. Fans are ready to forgive many sins if the values ​​inherent in the so-called core of the brand remain unchanged. Apple is think different, perfect design, super quality and innovation wrapped in a simple form (that is, under the hood everything is super-duper heaped up, but the technology is so easy to use that even cats can play on the iPad). It is the fans who help to survive the dark times and tend to take the word of the company. Relatively speaking, if a fan breaks something, but the company claims that these are isolated cases, then the fan is inclined to believe it.

And this tactic works if the company really makes few mistakes. Apple just is, or rather, was such a company. In the last couple of years, a strange roll has begun, but the foundations laid are so strong that it seems that these are only temporary difficulties. I say this from my own experience, although I have never been an ardent fan of products. Judge for yourself!

Let's start with the fact that on Monday the site published material about how a colleague bought a new MacBook Air and its buttons are buggy. Recently there was news that the cable is frayed in MacBooks, but it seems that Apple has corrected the length, however, experts are not sure that this will completely solve the problem, since the layout is so tight that the cable still continues to rub against the board. iFixit could not say for sure, assuming that, probably, the screen would simply fail not in two years, but, let's say, in three. I won’t even remember about various security holes in macOS. In short, problems that, in theory, should make you think about whether you should buy an expensive device if there could be problems with it.

The difference in millimeters between the new and old plume. It is unlikely that they saved, rather the engineers overlooked

I'll close by saying that it's about time I need to upgrade my macbook, and now I'm testing the gorgeous HP Specter x360, a beautiful, stylish, and powerful laptop with stylus support and a confirmed 12-hour battery life (typing text on it is just space). So what? Despite all this knowledge and the presence of HP in my hands, the thought just doesn’t fit in my head how you can buy a non-Macbook. The previous achievements of Apple are too strong to be simply taken and crossed out.

And in the depths there is confidence that Apple will definitely fix all the jambs. This, by the way, is another reason why you should not immediately admit a mistake. What for? If you can fix it quietly. And users are happy to be deceived. Well, no one is safe from marriage. Everyone understands this. The main thing is to keep the faith that mistakes in general and marriage in particular happen much less often than your competitors.

By the way, I remember how, after the release of the iPhone 7, one friend decided to buy it. To my words, they say, why, because this phone is better for this and that, and the price is good, he objected disarmingly simply: What are you! iPhone is cool! . (Note: To understand the background of a friend: at that time he was still on the right side of the age of 30, he graduated from a very good university, the right job, a managerial position, a very correct salary). The work of the Apple brand in its purest form.

At the beginning of the article, I wrote that those who follow the market could not help but notice the growth of Apple jambs. However, the news that sounds alarming to us (bad keyboards, bending cases, initially crooked iPads did not make this ill-fated charge) pass almost unnoticed by the world, and they are quickly forgotten. In fact, they are of no interest to anyone. Most buyers do not follow the technical component at all, focusing only on the socially unconscious perception. And here is the conclusion: why admit a mistake, throw it into the fire, if it will soon boil over on thematic forums and go out? And if not, then you need to make sure that it goes out, because the recognition of mistakes is not only a blow to the reputation, which is carefully and reverently raised, groomed and cherished, but almost always a waste of money.

For business, any apology usually results in a significant amount of money. You don't have to go far. As a result, Apple spent $175 million to solve communication problems in the iPhone 4. To the bumpers! And the recognition that battery wear affects the speed of the device, and even more so, cost 3-4 billion in lost profits: the people decided that it was more profitable to replace the battery at a reduced price than to buy a new iPhone.

Instead of a conclusion

If you look at the world through the eyes of a big company, then for it a mistake is a blow to reputation, which, one way or another, will backfire in the future and give rise to attacks, it is a demotivation of its own employees, and usually it is also a significant waste of money. Perhaps the last point for top managers is the most terrible, because the funds for covering errors can be taken from the annual bonus.

Companies need to apologize only when the problem is really massive. Then it is advisable to apologize preemptively and do it somehow effectively. For example, Samsung, which completely recalled Note 7 around the world, did the right thing. As a result, this situation did not affect the perception of the brand, and people felt that the company was ready to take responsibility.

If we talk about a fraying cable or a bending iPad, iPhone, then it's easier to monitor the situation in order to act proactively, if anything.

In the case of the butterfly defect, Apple chose the right time to plead guilty. After all, if the jambs of the first and second generation could still be blamed on the user (do not crumble on the keyboard!), The third generation of the keyboard was initially sold under the sauce that all problems were solved, but along the way due to design defects, the problem turned out to be massive. Well, in general, I'm sure that the new macbooks will be free of defects. And you?