I broke my iPad a little while ago. I wouldn’t have broken it if I hadn’t been trying so hard to protect it: I put it in the boot (some say, ‘trunk’) of the car, so it wouldn’t be seen by an opportunist thief, and I didn’t want it to get battered by sliding around in there, so I wrapped it in a jumper… and that’s how I came to drop it: it slipped out of the folds of the jumper when I picked it up. It only fell about two feet, but onto concrete that was enough. The case didn’t protect it sufficiently (thanks, Belkin…) and I was left with an iPad with an ugly dent on one corner, and cracks in the glass surface.
This caused me to experience at first hand some of the best remanufacturing I’ve seen.
If you want an example of a product with no user-serviceable parts, look no further than the iPad: the whole thing is about as seamless as the mysterious black slab in ‘2001: A Space Odyssey’ (Only thinner, of course: Sir Jony Ive and his obsession with thinness…)
I’d never needed to put Apple’s service department to the test before, and it had been a long, long time since I visited an Apple Centre. The experience was a bit confusing because the shop was crowded with people and there didn’t seem to be anything resembling a queue. (Who are all these people? I was an Apple user before it was cool…) Eventually I managed to seize a member of staff, who briefly patronised me because I’d mistakenly said I needed to get my iPad repaired. No, no, no… I could swap it for an exchange unit, I was told. This was what I meant (I can read) but to do that, it seemed I had to make an appointment with a “genius”.
Does anybody else find this immodest term a bit ridiculous, or is it just me? (A quick Google search reveals an ITworld article entitled ‘Does anyone else want to punch the “Apple Genius” guy in the face?’ so perhaps it’s not just me being a curmudgeon, on this occasion.) Perhaps Apple’s corporate-speak just doesn’t translate very well into English. Either that or accepting a broken iPad from a customer, recording their personal details and putting it into a padded envelope is something that only their finest can do.
The “genius” in question would be free in a little over an hour, it appeared: I decided not to wait.
At the weekend, I visited an authorised reseller (thanks, KRCS) and had a much better experience. No wait required, and nobody feeling sufficiently like Oscar Wild as to declare their genius. It turned out there was some moderately clever work to be done as we had to go through the process by which the “find my iPad” functionality is switched off, since I would otherwise be tracking the location of an iPad I no longer owned. I also did a factory reset that wiped all my personal information from the device.
And so, goodbye DLXM31CVFH12 … we hardly knew you.
Now here’s the interesting thing: you might well worry that your exchanged iPad will be swapped with one that’s had a hard life. The reseller said my iPad was probably in the best condition he’d ever seen (give or take a single brief bounce on a piece of South East London pavement). What if the ‘new’ one hadn’t led such a pampered existence? No problem: the device gets not only a new screen, but a new back casing, and Apple replace all the parts that are subjected to wear and tear as well. All the buttons are replaced with new components, and the battery too.
You never really notice the memory effect in rechargeable batteries, until you replace them. The gradual decline in capacity that is inevitable with virtually every battery technology had affected my iPad, too, despite only occasional usage. At £179, my “screen replacement” really gave my mini iPad a whole new lease of life. Not only was the battery much better than I remembered, but the unit came wrapped in protective film, just as it had when it left the factory the first time. No blemishes at all; not so much as a fingerprint on it. The ‘new gadget experience’ and even the ‘new gadget’ smell, all over again. This is what remanufacturing should be: a process yielding products that are as good as new, with a guarantee to prove it.
The hardware side of the experience was superb; the software side, less so. The replacement iPad came with firmware in place that I couldn’t dislodge with a full restore. Thus, I am forced to live with iOS 9 from now on. I’d kept my iPad on iOS7 because I don’t like Apple’s more recent efforts at user interface design. I find the new, minimalist graphics rather childish.
Regardless of my wishes in this regard, that era is over for me: I have no choice but to accept the results of Apple’s fanatical yet curiously selective war on skeuomorphism. Worst of all, an iPad with an up-to-date operating system demanded an up-to-date installation of iTunes on my computer, a piece of software that has steadily deteriorated in usability as it’s been made to do more and more over the last fifteen years. Perhaps I expect too much: perhaps it’s unreasonable to expect smooth scrolling through a list of tunes when you’ve only got four processor cores and 16GB of RAM? It seems so, but if discovering the answer involves asking a “genius”, I think I’ll pass.
In ‘White Suit Economics’ I discussed how products can now be designed so as to perform well for a known period of time, but then be made to degrade artificially, so as to force the user to replace them at a time chosen by the manufacturer and not the owner. I now have an iPad that responds only sluggishly when I start typing out a message, and it informs me daily that a still newer version of its operating system is now available. Newer software is designed to run on newer hardware, of course, and this is progress: if it ain’t broke, keep on fixing it until it is.
In a world where artificial intelligence is a hot topic, Apple’s software doesn’t display much in the way of smarts. It seems incapable of recognising that when I refuse to upgrade my software fifty days in a row, I’m unlikely to have changed my mind on day 51. Or day 52.
But how about day 53?
Perhaps this is artificial intelligence after all, and Apple has reincarnated Talkie Toaster.