Thu 09 Aug
It probably doesn’t need to be said, but yesterday’s announced upgrades to Apple’s perpetually anemic .Mac service left me, and probably many others, pretty disappointed. Surely, this level of underwhelming, incremental improvement can’t be the most serious response to the changing world of online services that the company could muster. Can it? If so, it’s pathetic.
But! Such is life under the reign of Steven P. Jobs. Which is to say, he can’t provide magic and wonder at every single product announcement, can he? Sometimes all he has to work with is his infamous skill for making sizzle look like steak. Usually, it’s a trick that’s less transparent than this.
I’ve been waiting for a meaningful upgrade to .Mac forever, and I suppose I’m resigned to waiting longer. But I have to say, this announcement left me deflated. I was busy consoling myself with reassurances that life will in fact go on — regardless of what feature set .Mac offers — when I received a promotional email from Apple trumpeting the upgrades. It runs several paragraphs, and suggests that a copywriter spent a good deal of time attempting to put a positive spin on the news.
It occurred to me then that I could have saved them a lot of time and written a more succinct and accurate announcement.