Two things about Apple’s marketing approach rubbed me the wrong way this week. In April, Apple used their Windows Software Update to push Safari on Windows users of iTunes and Quicktime. This was phrased as a software update, though it was actually prompting the download of a new piece of software. There was significant criticism of Apple’s approach, including from John Lilly, CEO of Mozilla, who wrote a thoughtful analysis of this strategy on his blog, outlining how such aggressive tactics undermine the trust a user has for a piece of software and the company that makes it. As he points out, this kind of devious approach “borders on malware distribution practices” and ultimately undermines the software industry and the concept of software updates as a whole.
Sadly, the Safari on Windows experience hasn’t changed Apple’s approach. While working the other day, I was interrupted by the following prompt:
Firstly, the wording in the prompt indicates a Software Update. Despite the fact that .Mac is being replaced, Mobile Me is still new software (ie. not an update to existing software). Apple’s marketing department certainly wants you to believe this, and the $109/year (CAD) price tag would seem to underline it. So, Apple has interrupted my workflow (as far as I can tell launching this prompt independently of Software Update or any other process) to sell me something. That’s not OK. This follows the same sneaky pattern as prompting Windows users to install an entirely new browser on their systems as a ‘software update’ to their iTunes service.
To add to my frustration, this prompt for new software comes after weeks of idiosyncratic activity in Leopard. Notice the default Apple wallpaper behind the MobileMe prompt? That’s not there by choice. Rather, the Desktop pane of my System Preferences has been buggy and inconsistent for weeks, as I swap between monitors. Without going into detail, the folders for my desktop images (including the OS defaults) become inaccessible, rendering me unable to change my desktop wallpaper. I’ve found various workarounds…but this just underlines that Apple’s philosophy is broken. Rather than fixing bugs in existing software that I have paid for, I’m prompted to install and pay for new software that I don’t want! Apple’s always been known as a ‘Design company that makes computers.’ Perhaps they are actually a ‘Marketing company that makes software.’
So, a bit of an annoyance, and a reminder not to trust Apple. Then, this:
As you can see, when connecting my (hacked) iPod Touch, my iTunes interface becomes an advertisement! Again, a new piece of software (indicated by the price tag) labeled as a Software Update. What’s worse, the ‘update’ is primarily intended to install new software (the App Store) to allow me to give yet more money to Apple! Secondarily, it adds features to support MobileMe (which I would also have to pay for), and finally to install software that should have been on the device in the first place. What’s wrong with this picture? Well, maybe I’ll be convinced to upgrade to get the scientific calculator…
To add insult to injury, this message will be displayed every time I connect my iPod for all eternity, as the only options to dismiss the message are “Buy Now” or “Remind Me Later.” What about an “I’m not interested, stop using my desktop as a billboard” button?
UPDATE: Two days after posting this, the iPod software update interface changed. I knew Steve Jobs would read my blog:
