Apple Lost its Common Sense

Have you seen the latest product Apple launched? The Smart Battery Case. If not, here it is:

Apple Smart Battery Case

As you can see, it’s very very ugly. If you asked 100 designers to come up with a battery case, I don’t think this design would have been the winner.

Something happened at Apple, and not just with this product, but with the ones released before like the new Magic Mouse 2 and the iPad Pro.

Look at how you have to charge the Magic Mouse 2. You can’t use the mouse while charging it. The previous version used 2 AA batteries that could be replaced in 10 seconds so you can continue using the device.

magic_mouse_2_charging

And look at how you have to charge the new Apple Pencil for the iPad Pro

ipad_pro_apple_pencil_plugged_in-100613525-orig

That looks fragile. The slightest bad move on the pencil and it looks it’s going to break.

Apple lost its common sense. It’s like if Apple decided to fire the guy that made the last check before releasing a product. The guy that said “no we can’t launch that, it’s too ugly” or “that doesn’t make sense” or “the usability of that product does not exist” is not working for Apple anymore. Or maybe… was that guy Steve Jobs?

In his biography written by Walter Isaacson, it is mentioned that he always did that kind of things. Even if a product was ready to be released or in its final stages, he would look at it or use it and he would say it was too ugly, dumb or unusable and the product would be discarded.

If Apple wants us to feel that their products are special and carefully thought out again, they need a guy that makes that final check. They need a guy with a lot of common sense. Releasing a product just because it works good enough is a thing for Samsung or other competitors.

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