Apple's five biggest misses of 2015

Apple shipped a stunning amount of products in 2015 and made an incredible amount of money doing it. Yet that kind of scale can create strain and that level of success can hide problems. Some will be aberrations that happen once and then seldom if ever again. Others, though, will hint at patterns, and at potentially larger issues both now and into the future. (And no, I'm not just talking about the appalling lack of hoodies at the redesigned Company Store...)

Part of iMore's mission over the last couple of years has been to explain, as best we can, why Apple does what it does. As we move into 2016, we'll be putting greater emphasis on critique, as well: Not just why Apple might do something, but how it could be improved. Not mindless internet rage hate, mind you—that's easy, and frankly, cheap. We'll be doing the hard work. It's something we've been doing in our in-depth reviews for a while, but we want to do a much better job separating and surfacing it for you in our editorials as well.

In that spirit, here are five areas in which I feel Apple struggled last year, and are symbolic of the larger struggles they'll face as a company going into 2016.

Apple Music not shipping as a beta

Apple Music

Apple Music (Image credit: iMore)

From the announcement at WWDC 2015, Apple Music was given an impossible job. It had to fit the needs of traditional customers with existing, potentially enormous local libraries. It had to provide streaming for a new generation of customers. It had to integrate new services like Beats 1 Radio and the Connect social network. And it had to do it all in one app.

The result was a dizzying, sometimes disjointed set of features and states, and the lack of anything approaching a clear and concise explanation on how it was all supposed to work or flow.

Taylor Swift had to "dear Apple" the company into paying artists during trial periods. Naked FUSE code strings were begging for localization at launch. Jim Dalrymple believed he'd lost almost his entire collection because the Settings screen didn't properly explain that switching off iCloud Music Library switched off both the new Apple Music and the old iTunes Match. Serenity Caldwell spent weeks helping people confused and concerned about everything from DRM to how to manage it all.

It was, to put it mildly, a mess.

Although it wouldn't have eliminated any of the technical issues, putting a beta label on Apple Music at launch would have better set customer expectations. Just like Siri did years ago. Just like iCloud Photo Library did earlier this year. Clearer explanations and better documentation at launch would have helped even more.

The Music app and Apple Music service themselves, divided against so many different and conflicting use cases, still require deep consideration, but the beta label would have given them some much-needed room to breathe. Instead of feeling frustrated today, customers could have felt like they were providing important feedback towards a better service tomorrow.

Supply constraints

Apple Pencil with iPad drawing

Apple Pencil with iPad drawing (Image credit: iMore)

The Apple Watch was announced in September of 2014 but only began to ship in April of 2015. Even then Apple ended up restricting orders to the online store and creating a try-on process for retail. And even then, trouble with a Taptic Engine supplier reportedly caused very low yields which, combined with production changes for some bands, resulted in some models not shipping until May or June.

Likewise, the iPad Pro was announced in September of 2015 but didn't ship until November and, even now, the Apple Pencil and Apple Smart Keyboard have been incredibly hard to find at retail and incredibly slow to ship online (At the time of this writing they're both still quoting 4+ weeks). Again, production changes and manufacturing yields are reportedly to blame.

Apple has experienced supply constraints with displays, sensors, and chipsets in the past but, with the notable exception of the white iPhone 4, they've been all but invisible to customers in the U.S. These weren't.

Holding the Apple Watch until summer of 2015 and the iPad Pro until spring of 2016 would have eliminated the constraints but at the expense of those who wanted one of the faster shipping Apple Watches or the iPad Pro without accessories. (And it likely would have hurt Apple with investors.)

By continually sprinting towards the shipping line, any significant problem can cause a miss. That everything comes together and Apple hits that finish line almost all the time is a testament to the company's operational skill. As Apple continue to scale, however, preventing or mitigating the misses will become increasingly difficult but also increasingly important.

Jeff Williams, Apple's long time senior vice president of operations, has just been officially promoted to chief operating officer. Hopefully that along with more communications and better setting of customer expectations will help.

Apple TV indecisiveness

Apple TV

Apple TV (Image credit: iMore)

Despite not having been refreshed since the spring of 2012, the new Apple TV launched in the fall of 2015 in a state that can only be called unfinished. What is there is really solid, so the designers and engineers obviously did their jobs and well, but just as obviously weren't given the focus and time needed to do it all.

No Siri for Music at launch, no way to share or link to apps, no persistent transiting of passwords to iOS devices, no concurrent update for the Remote app, incomplete TV Show app, and the list goes on. Some of that has already been fixed, both through constant server-side improvements and through a software update, but much still remains.

The reasons for both the long delay and the hot launch are the stuff of rumors—indecision over what kind of set top box to make, the allure of an over-the-top streaming video service—but that's the kind of noise Apple is traditionally really good at cutting through.

The box that eventually shipped is great, realizing so late that this was always the box that should have shipped was not so great. It almost feels like the Apple TV was treated as an accessory and a service, something closer to a Magic Trackpad or iTunes Extras than a device like an iPhone or iPad. It's not uncommon for accessories and services to languish. But devices—they ship.

The Apple TV, especially now that it has a developer platform attached to it, has to be treated as an iPhone or iPad-class device. It has to ship.

App Store sustainability

Last year, despite Apple's internal metrics supposedly reporting fewer "crashers" than ever before, the rise in "frustrators" led to the perception that iOS and OS X had lost its polish. Apple has seemingly recognized the issue—the company even rolled back the problematic discoverd—and begun making changes to improve not just the stability but the polish of their platforms. For the last few years, though, despite internal metrics showing greater volumes and revenues for the App Store than ever before, the loss of sustainability for independent apps has gone unaddressed.

Unless developers have casino-style gamifaction, venture capital and an exit strategy, an established subscription service, and/or see an app as a loss-leader for a broader business, making a living by making apps is only getting harder.

There are other issues to be sure: the aging iTunes infrastructure, the inability to purchase apps cross-platform and through the web, the lack of feature parity in the Mac App Store, crushing delays and endemic capriciousness in reviews, and the list goes on and on.

Apple may not see any of this as a problem or at least as a priority. The Google Play Store, with all its relative openness and options, hasn't produced a single universe-denting app that'd be impossible under the App Store as it currently exists. If it had, you better believe there would be incredible pressure to change.

Phil Schiller's recent appointment as head of App Store across all of Apple's platforms—thank you!—could be a sign that things will change. So might the iPad Pro and its need for truly pro-level software. And so might simply supporting the kind of software that's so great it reduces the chance of customers wanting to even experiment with other platforms.

Last year it remained a problem. This year it's an opportunity.

Product messaging

The Smart Battery Case for iPhone 6s is an incredibly well-engineered product that suffered from bad reviews and bad press because a) it has a wicked-obvious hump on the back, b) Apple didn't publicly explain the benefits afforded by the hump, and c) absent public explanation, many people—including those of us in the media—simply can't or won't put in the work needed to figure it out. A well-crafted webpage or Apple-style product video, silly as that sounds for an accessory, could have avoided the ton of cheap shots that followed.

That's a small example. WWDC 2015 is a bigger one. While some may enjoy the jocularity of recent Apple keynotes—and others not so much—few enjoyed the Apple Music segment. Even fans of Cue, Iovine, and Dre would be hard pressed to deny the timing, pacing, and polish of the keynote hit a brick wall right as they went into the one more thing.

The September event was much better, but the iPad story is still struggling to recapture the power of 2011's "We Believe" and the Apple Watch still hasn't coalesced around convenience.

That Steve Jobs was so central to Apple product messaging, both in personally communicating it and at line-item vetoing everything else, is part of what makes it such a challenge for Apple going forward. Yet Apple now has the advantage of greater openness and willingness to engage. Instead of the best voice in the world, they now have several world-class voices. Look no further than the incredible series of interviews and profiles this year.

Tim Cook or Phil Schiller just need to ensure they all stay laser-focused, and that needs of the products and customers always come first.

Your biggest fumbles?

Those are the biggest challenges I think Apple faced this year and the biggest things I think the company has to watch out for in 2016. What are yours?

Note: I spoke about several of these things with John Gruber on the 2015 year in review episode of his podcast, The Talk Show. So, for an expanded discussion, and John's take, be sure to check that out.

Rene Ritchie
Contributor

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

85 Comments
  • Product messaging? LOL yeah. I bet Volkswagen had the same problem.
    Apple: No, no. The hump is good for you.
    VW: No, no. More CO2 is good for you.
  • The hump is just lame. The CO2 though is such an insignificant amount that it's not worth a government mandated lifestyle and a reduction in MPG. Next they will be dictating how much water our toilets use and what kind of light bulbs we must use!
  • You obviously listen to Mark Levin!
  • And you obviously listen to (and believe) the propaganda from the media and collectivist politicians.
  • Suddenly everyone is an expert and thousands of scientists be damned. Political bloggers and politicians, and their blind followers, have the power of the internet, which grants them the right to talk without any knowledge or understanding whatsoever about a subject. :-)
    At least the oil companies were smart enough to hedge their bets against rising oceans due to global warming because, you know, it's such a hoax...
  • Here's the thing: The "hump" provides for several significant advantages over other cases (read the linked review). That those weren't explained to you, so you don't understand them, is the problem I'm discussing.
  • Oh, they were explained to me, by you, and I doubt Apple could've explained it any better than you did, and yet none of these advantages you wrote about were what I'd call even remotely significant. The only advantages that case has are the lightning compatibility and iOS integration, and neither of those have anything to do with the hump.
  • Agree. Not worth it for the ugly hump and smaller battery size than what other battery cases offer for similar price. Sent from the iMore App
  • The hump, is so that, it allows easily to swap out of the phone from the case. But I do wish, it have to be without hump, one thing Apple is lately compromising is in beauty over functionality, which didn't happened much in Steve's time, so looks like Apple is moving on from Steve.
  • 'Design is not just what it looks like and feels like. Design is how it works.' - Steve Jobs. Do we really think people need extra explanation why iMac has a 'belly' ?
  • No it doesn't Rene. Stop kidding yourself. It's a dreadful case and honestly only a fool would waste 100 for that pitiful csse Posted via the iMore App for Android
  • Are you just trolling? I have a Mophie and except for raw mAh capacity, the Apple case is better in nearly every way. It's way easier to insert/remove, it compensates for signal attenuation, it doesn't require a dongle for Earpods, and the phone knows it's a battery and not a wall plug. It's fine if the product is not for you, but to plug your ears and say "la la la it doesn't have any advantages!" is just ignorant.
  • Don't know about y'all, but I got the product message loud and clear. It reads, "get the 6s Plus and AVOID the Hump." The extra battery in my iPhone 6s Plus is fully integrated into ios9 AND there's NO HUMP! *points at an iPhone 6s user and laughs* Sent from the iMore App
  • Apple used to be masters of messaging. "Here's what's wrong with X, or a problem in general. Here's our solution. Here's what it's for. Here's why it's so much better than the rest and why it's worth the extra money". I dunno if the Watch, Music, or iPad Pro ever got that basic treatment. They jump straight into "here's the Digital Crown" or "It's got a huge screen and fantastic performance" before even describing what it's for, or why it exists. I know Steve was a big part of that clarity and messaging, but I feel like the director of these keynotes is also slacking off.
  • I never really thought about this but I couldn't agree more. Well said...good point.
  • I've also found this over the past few announcements. "Here's what it does and here's how much it costs." No explanation of how products will integrate (minus the brief explanation of Handoff) or how devices can make things easier for users, something Steve excelled at. And speaking of cost, the high price of the Apple Watch (and its bands) never seemed to matter to Apple. Did they actually do a market study to see how much consumers would pay for a product? Did they expect customers to buy a $400 band that you can find on other sites for a fraction of that? I just get the feeling they are appeasing themselves with their "newness" rather than thinking of customers. Product launches without certain features and poor updates that don't address problems seem to confirm that.
  • Plenty of people including myself bought the link bracelet for Apple Watch. $450 is not a lot for a quality bracelet. All the other knock off bracelets to me look and feel like something bought at a Walmart. Junk that I'd never waste money on. The links are loose and the finishes are subpar. But hey, that's okay because the link bracelet was never meant for you anyways and you have the choice to go with the cheaper option.
  • I never claimed nobody bought them at all. However, I can say that I have five friends with Apple watch and know two store employees. Of them, two bought the Apple band and the rest of us have third party bands. We can't tell the difference. The quality, the look, even the parts are all the same. I can say that the two who have the real deal are not happy that they spent so much. And the store folks say the metal band is the one they sell the least of (followed by the leather, but they say that's more the aesthetics than price). The watch bands were one example anyway and wasn't the core focus of my comment. I know Apple is expensive and I know you get quality, but this was a case of them not doing a good market study to find what consumers are willing to pay. The overall sales of the watch aren't meeting projections and I believe that is why. I'm glad you got a band that you are happy with and I'm glad you could afford the $450 for it. Based on what I've seen and heard you are in a small minority.
  • Based upon what you have seen and heard? Do you really think that's even remotely close to having a sufficient amount of information to come to a conclusion? I don't mean to use your post as the springboard, although I guess I'm doing just that, but this is a good example of a real misstep. Just like this entire article. People are too consumed with pointing out flaws and the Internet just exacerbates this. Apple is a company that makes products for purchase- You like and can afford, you buy; you don't or can't, you don't. No one needs to go spouting off about their displeasure because honestly, we shouldn't give a ****. It's a **** watch band. Or a battery case. Sent from the iMore App
  • I think seven sources, two of which work in the store, is a pretty good reference. The latter have national sales data and have had interactions with thousands of customers and hundreds of third party products. Thus it's a pretty good conclusion that you can find a third-party band that's as good a quality as Apple. I've seen it and others have as well. If that's not your cup of tea - great. That's no reason to pick apart everything I say as if it's just made up nonsense. Unless you're willing to buy a bunch of third party products and test them against the real thing, as my friends and I did, how can you refute what I'm stating? The post above mine stated that "plenty of people have bought the link band." Why isn't that statement under your microscope? I'm guessing because it's a statement you just agree with. You just choose to pick apart those who go against your beliefs. And, again, the Apple Watch was just one example - not the focus of my initial argument. My point was that Apple seems to be about satisfying themselves with products that are poorly introduced without mentioning integration or customer satisfaction in price or usability. It's a case of "here's our product, buy it - trust us it will help you." I'm entirely Apple in my life but in the past few years I've found myself researching at the store a lot more to find out about products that were just a reiteration of a past product, have little integration, or a price point that seems ridiculous. The watch being one of them. That's something Steve never had a problem conveying.
  • I think it's time to ditch the S models and have something new every year. With companies like Huawei bringing the top rated Nexus 6P to every US carrier for only $499 unlocked and Samsung, LG, etc. bringing multiple, top quality flagships to all carriers as well (for less than Apple's "entry" 16GB offering), it's time to really innovate every year and stop "phoning it in" with S models.
  • The point if the "S" models is to improve on the original numbered model, nothing wrong with this year's models which are a big improvement over the original 6 in every area and 3D Touch is gonna big big when developers take advantage of 3D Touch. Thankfully Apple will not listen to someone as insignificant as a fandroid. Posted via the iMore App
  • Well here's a radical thought... How about bringing an improvement across the board with a new model. Not just an "improvement of the previous model". It's simply their way of saving money by milking a design for 2 years, while simultaneously charging more than just about anything else on the market. The S models aren't bad phones, but they're a lazy effort and money grab.
  • It lets the internals team work 2 years out, knowing the space, thermal, and other constraints, which is a significant advantage. (And why Apple is so far ahead of everyone else on internals—a leapfrog every two years). Cosmetics wouldn't benefit anything other than perception, and probably for the worse for some.
  • In a vacuum, that's a fair argument. But Samsung, LG, Sony, Huawei, Motorola, etc. are doing both simultaneously. I'm sure a monster like Apple could easily accommodate both designers and the internals team to produce all new models every year, especially considering the premium price that iPhones command. And lets not pretend that the iPhone's internals are a "leapfrog" ahead of the Galaxy S6, LG V10, Huawei Nexus 6P, etc. Apple makes an outstanding phone, but it's no longer 2011...
  • It's tough to lump Apple and Samsung into the same space. Samsung hasn't been selling up to expectations, so they've been switching strategies (dumping SD cards, removable batteries, etc.) and the redesigns reflect that. Apple doesn't have that problem. Right now, adding a new color like gold is giving almost the same benefits with almost no drawbacks. (None of the other companies have significantly profitable phones, to my knowledge, so it's comparing apples to oranges as well.)
  • From a business standpoint, you're absolutely correct. Apple can literally add a color and it's suddenly a feeding frenzy. They have incredible brand loyalty. But call it as it is. It's not because the iPhone is more innovative or has "superior internals". They're coasting for 2 years because they can. It's an easy, very profitable thing to do. Hats off to them for pulling it off, but again, it is what it is. They've dominated the high end market and are simply maximizing profits.
  • If it's so easy, why aren't the other companies doing it ? Posted via the iMore App for Android
  • And Samsung is so hard up to sell the GS6 that they are pretty much giving them away and throwing in a 32" Samsung TV to sweeten the deal. This year they undertook the huge endeavor of completely redesigning their flagship models, likely due to the overwhelming success and great reviews the iPhone 6/6+, but to me they seemed like half baked efforts with a lot of "let's just do what Apple did". In the process they got rid of two of the best features; the removable SD card and battery. If I ever give android another shot (only as a 2nd phone, not going without an iPhone ever again) I would go with the Nexus line. I've gotten use to being able to update my phone's OS as soon as the new one is out. Since it's the only android device that has this capability and lacks an interface on top of android like Touchwiz (still horrible). Sent from the iMore App
  • No, that's Sprint desperately trying to get a new customer. That's who's giving away the very cheap TV Posted via the iMore App for Android
  • After reading your comments, I think you're missing the whole point. Apple dominates the industry in the one area that matters. Profits. What is the ultimate purpose of any business? Yes, making a profit. And how they do business (including designing their products) determines the amount of profit they make. Whatever you think Apple is doing wrong in relation to their competitors is irrelevant. Companies like Samsung, Sony, LG, etc have to constantly change their strategies (and the designs of their phones) in a desperate gamble to stay relevant and competitive in the marketplace. Apple simply releases singular products that not only manages to stay relevant, but stay functional for a very long time. By the way, you can thank Apple for bringing 64bit to smartphones. When the iPhone 5s came out, Samsung's cutting edge idea for the future was a 32bit Exynos Octa Core that Apple's 64bit Dual Core SOC (along with the first 64bit OS) completely outperformed. If history is any indicator, it would be wise to assume that Apple knows what they are doing. Sent from the iMore App
  • Apple has brought wondrously innovative things to the masses at "fair" prices and did so by making products that were nearly irresistible design-wise. Having created the smart battery case, with little or no apparent thought having been put into it's aesthetics, Apple seems to have become a victim of their own hype. In my opinion both Apple and the "flock" needed a wake up call; the battery case gave it to them.
  • There was an incredible amount of thought put into its aesthetics but ultimately a "prettier" case wouldn't have been usable, and given it's meant for utility, this design won out. (It's well crafted for what it is—start thinking about alternatives and you'll immediately see why other options were worse.)
  • Rene, Unless this company is "full of it", couldn't a company with the resources of Apple could have come up with a more "aesthetically" pleasing case, at least similar to this? https://www.indiegogo.com/projects/thincharge-world-s-thinnest-battery-p... Explaining why something is doesn't always drive consumer demand.
  • Based on the comments I am not even sure that case is even really coming out.
  • Is it not coming out b/c it's technically not.possible or because of crowd-source funding? I primary posted the link to show the possibilities that are not "a hump". Sent from the iMore App
  • That's the thing about aesthetics, it's quite subjective. I genuinely think the Smart Battery Case looks better than that Indiegogo project, and it doesn't require you to break apart the thing to insert the phone. I can only guess, but it looks like the materials on the crowd funded product are also not as nice to the touch. That's fine if you like that product, but it's a little short-sighted to say "why couldn't they have come up with something aesthetically superior like this" when there's nothing objectively better about it. It just doesn't have a hump :)
  • I hope you don’t take this as disrespectful Rene as that is not how it is intended, but this is a very refreshing article and one that I least expected to come from you.
    Bravo!
  • Most of the reviews we do are like this, but buried. You'll be seeing much more of it!
  • I agree with the article, but I feel that industrial design should be mentioned beyond the "battery hump". It's shockingly becoming an issue in Cupertino. I know this is an opinion but I feel that the Apple Watch is very unattractive when sitting next to some of it's Android Wear couterparts, I owned one earlier this year when I still used iOS but switched back to Android in November and bought a Moto 360. Also, the keyboard cover for the iPad Pro is basically "un-Apple" in every imaginable way. I feel that the company is really losing it's way. Earlier in the year, I had a MacBook Air, iPad Air, iPhone 6, and Apple Watch. As we ring in the new year, I'm typing this on a Surface, wearing a Moto 360 with a Nexus 6 at my side. All of my Apple "I-Thingys" have been ebayed.
  • It's tough to separate subjective from objective. Personally, I find most of the Android Wear watches hideous by comparison. That's subjective. The Apple Watch build is far superior to anything else on the market into terms of materials and manufacturing precision. That's objective. I think your reaction speaks more to the lack of context given some products—the reasons why they are the way they are—than actual design?
  • Couldn't agree more, Rene... I personally like the design of the Apple case, but to some that makes me an *****... It's getting old to hear some haters continue to use terms like "brand loyalty" or "Fanboy" as if I only buy products that are Apple because I'm some robot... I buy Apple products because they work best for me... Walmart is a huge retailer not because people want to say "I bought this at Walmart", but because they are winning the retail battle of low cost alternatives... I've owned several PC's with several os's, but one purchase of a MacBook Pro Retina and the choice was very clear to me... Apple won hands down... I don't know how you deal with all of these whiners and nitpickers as calmly as you do, Rene... Keep up the good work... Sent from the iMore App
  • I prefer the round look of some of the Android watches over the Apple Watch I just wish the couple I looked at were a little bit thinner.. My wife prefers the Apple Watch appearance and the 38 mm size though.
  • I agree about the iPad Pro keyboard! I was at the Apple store last weekend to check out the Pro and I couldn't believe the design of the keyboard. Total Fail in my opinion.
  • According to Rene, everything Apple had designed and built is best in it's class. There must be a reason why it (the iPad Pro keyboard) look like a china made product. You just don't see it. Perhaps Rene can enlighten you.
  • As the owner of an original Moto 360, I cannot agree that it it's a better looking device than the Apple watch. Posted via the iMore App for Android
  • Waiting for my Apple pencil to go with my ipad Pro! I love Apple but when you bring a new product out have enough product! The Apple TV might not be finished yet but to me I love it. The Siri and the Apps are worth it!
  • I think the new Magic Mouse should be on the list.
  • I think Apple has two big issues when it comes to product cleanliness: 1.) The selling of old hardware at a discount amidst new product lines creates a confusion for buyers that didn't exist back when Jobs would discontinue an old model when a new one comes out. The fact that customers need to choose between something called an "iPad mini 2" and an "iPad mini 4" or a MacBook "Air" that is now thicker than something just called the "MacBook" is odd and confusing. I know why they do it - to lower entry level price points - but I would prefer if they remained a high end provider and kept the product line clean. 2.) The wake of the progression of iCloud services - I like iCloud Photo Library, but why are all my videos in an app called Photos? Seems like we need a new "Videos" app with iCloud Video Library that sunsets iMovie and video integration in Photos in favor of an app that can handle user-created videos, editing them, and maintaining a library of iTunes video content as well. Additionally, the legacy functions of iTunes that still exist in the wake of iCloud Music Library has created a messy mix of new and old.
  • The laptop line-up is now looking weak compared to the Windows competition. A major refresh is needed in early 2016. I'd suggest more MacBook options with more ports available and improvements to the design of the Macbook Pro which is now looking very chunky.
  • Do you even own a MacBook...? My MacBook Pro Retina is ANYTHING but chunky... It's sleek, thin and built with pure quality... Nothing, I repeat, nothing on the PC side even remotely compares to the design or quality of my Mac in any way...! Unbelievable... Sent from the iMore App
  • Excellent review of the year, Rene. Well written, too. Thanks for the insight/reminder. Sure, Apple dropped some balls this year but you can't name one other company that derives that much revenue from that many product lines, not even P&G. And even that would be like comparing the construction of a sand castle to constructing the new Apple campus. Apple's got to screw up a lot worse than 2015 for me to fall off the fan base.
  • I would have to go with pretty much everything Rene said and would add Tim Cook pitching the iPad Pro as a laptop replacement. It isn't a full laptop replacement for the majority of consumers. I use mine a lot, but as it stands it can't replace my MBP. iOS for iPad is getting better, but still needs a lot of work. I know Apple doesn't want OS X on an iPad because it doesn't have a good touch interface, but for iPad Pro to be a true laptop replacement it needs to borrow more features from OS X such as; Finder like local file management, a trackpad and a way to add more storag