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Apple quietly launched its self-service repair program in April 2022, while most of the attention was on Elon Musk buying Twitter, and the rest of the attention was on whether Apple had fixed the Studio Display’s webcam.
If you don’t already know, you just saw it in action in April 2022. There is a Goldilocks pricing strategy where a company will sell something at three different prices.
It’s similar to how Apple has promoted good, better, and better options before. But the first price is very low so that Apple or whoever can claim to offer an affordable product.
The company has made sure that no one buys this cheapest option, and if anyone does, they find out that something vital is missing. Then there’s the mid-priced, which is pricey but has what most people need.
And then there’s the most expensive, but its only real purpose is to make the middle one seem cheaper. The company knows that few people will ever buy the more expensive version, but it’s hardly the skin of the company’s nose if they do.
In April 2022, Apple launched its promised self-service repair program, but its purpose is to do much more than just be a repair service. There will be people who will buy or rent his toolkit to do repairs on their iPhones, but very few.
Instead, the program is responding to Apple’s criticisms, making it look like it’s given Right to Repair fans a victory, though it’s really making it harder for them to protest. Apple is also ahead of likely new legislation.
But the most important thing it will do is take its place in the Goldilocks price range. Considering the cost and then the complexity of any repair work you can do, most people will send their broken iPhones to an Apple Store instead.
Depending on what is wrong with the iPhone, some people may just buy a replacement. Apple can live with that.
Apple always fixes things itself
Regardless of what you can fix in an iPhone, what it will cost, and if you’ll ever bother, April also saw Apple making a fix. The promised software update for the Studio Display has arrived. The one Apple led us to believe would fix this monitor’s webcam issues.
Now that we have the release, everyone notices in retrospect that Apple stopped short of promising a fix. Instead, Apple just said it would look into the issue and improve the situation.
Seen in this light, the new update did the job. The webcam is improved.
It’s not fixed, however. And now we see that it can never be because people’s complaints about its quality are caused by the physics of the lens that Apple has chosen to put in it.
It’s better now, and the webcam isn’t horrible, and Apple has always used poorer FaceTime cameras, but that doesn’t seem to be stopping people from buying Macs. But this is a case where Apple’s original hyperbole about the quality of every aspect of Studio Display has led to disappointment.
Smaller launches and non-launch
This Studio Display was a big launch for Apple in March 2022, and it got plenty of fans as its shipment continued into April. But for April itself, Apple has made a few smaller launches, all lighter than the self-repair service’s 79-pound toolkit.
While for businesses, Apple has launched a webinar to help people adopt its new Apple Business Essentials. It’s Apple’s mobile device management program and if you thought about it, you figured out that it’s Apple’s competitor to Jamf.
You would be wrong. Not because Jamf says no, no, it’s okay, but because it’s actually Apple’s competitor to Jamf – and also its replacement for Fleetsmith.
You haven’t heard of Fleetsmith Device Management Service, and now it’s too late.
Apple bought it in 2020, and in April 2022 announced it was ending. If you use it, you have until October to get it out of there, and if you don’t use it, you can’t sign up anymore.
If this was Apple’s non-launch for the month, YouTube beats it with the thoroughness with which it launched iPhone Picture-in-Picture after an extended beta test. But then he said he didn’t give it up, we’d all get it in a few days.
Apple, for its part, opted to tell developers they had 30 days to update their old apps or they would be removed from the App Store. Then, after much protest, Apple said okay, okay, call it 90 days.
By comparison, an event this month went as planned.
Elon Musk buys Twitter
He first came for a few shares on Twitter, and we said nothing. Then he became director of Twitter, and we said nothing – except “sorry?” when he changed his mind about it.
Maybe it’s just that Musk finally visited the director’s canteen and decided it needed to be upgraded. Or maybe he was still working on a plan, because after the shares and admin reshuffling, Musk announced he wanted to buy Twitter.
There was a corporate “poison pill” legal and financial trick used to get him to change his mind, but as interesting as the details were, they didn’t work.
The Twitter admins who were so against his buying the company that they concocted this poison pill legal approach now fully welcome Musk.
Musk says he thinks Twitter shouldn’t limit free speech. So he came to Twitter, and we can say anything.
Exit Apple, garden side
Elon Musk’s purchase of Twitter has already seen high profile tweeters leave the service. We have seen discreet tweeters, even disappeared, return.
Sometimes only temporarily, sometimes only briefly, but Musk is changing what people think of Twitter and what they want it to be.
Likewise, Apple presumably wanted the State Privacy and Security Coalition (SPSC) to be what it claimed, a privacy advocate. In April 2022, Apple said no, this group is pushing for bad legislation that offers weak privacy at best.
It was a simpler time
Privacy seems to have been a concern for Apple since its inception. But Steve Jobs and Steve Wozniak probably never expected to run a television station, especially one with critically acclaimed shows.
They also couldn’t have spent many waking hours worrying about it, because by April 2022, Apple would be involved in far more legal cases than it currently has products.
Likewise, Tim Cook and the rest of today’s Apple executives would be forgiven for thinking fondly of the past. And this month, two things happened to help them.
Apple Museum Poland was announced in April 2022 and would house 1,600 items related to the “history and development” of Apple products.
If Cook and co can’t travel to Warsaw to see the museum’s collection, it won’t be because they can’t afford the plane ticket. But while preparing for June’s WWDC might keep them busy, any Apple executive with a long memory — or you — can now savor a glimpse of the past.
Developer Felix Rieseberg has pioneered the ability to run fully functional versions of Mac System 7 and Mac OS 8 in a web browser. Sticking to the production schedules of times past, Rieseberg said the release was part of #MARCHintosh2020, but released it on April 1.
Not silly, its version of a Mac emulator took many users back to the 1990s and distracted us from waiting for May 2022.