Apple Should Have Gone With a Full iPhone Upgrade

By Don Reisinger  |  Posted 2011-12-01 Print this article Print

5. Location-tracking flub

Apple did a fine job of making customers forget about the iPhone location-tracking issue that cropped up earlier this year. Basically, a person's exact location was being recorded on the iPhone without the user's knowledge, which caused rampant outcry in the privacy community. Apple addressed the so-called "bug" with an update, but it was a black eye for the company, nonetheless.

6. Where's the major iPhone update?

Prior to the iPhone 4S' announcement, just about everyone was saying that Apple would deliver a major version upgrade to the iPhone 5. The device, they said at the time, would be complete with a bigger screen, 4G, a new design, and near-field communication technology. Unfortunately, Apple didn't play nice. Instead, the company launched an iterative update that left many consumers wishing for more.

7. Enough with the patent lawsuits

All over the world, Apple is engaged in bitter patent disputes with Samsung. The company argues that it's simply trying to protect its intellectual property, but in the process, it's making itself look bad. No consumer likes lawsuits that stymie innovation in the market. And although Apple has won a few cases against Samsung, it has also lost a few. In other words, they're at a deadlock. Isn't it time to give it up?

8. iCloud limitations

Apple's iCloud service is a fine first step, but it could be better. For example, the service doesn't allow users to stream video content or music from the cloud. In fact, it's basically just a syncing service. iCloud could have been so much more. Here's hoping it realizes its potential in the future.

9. A boring Tim Cook presentation

After Steve Jobs stepped down as CEO earlier this year, Apple held a special news conference to unveil the iPhone 4S. The event could have showcased how Tim Cook would handle the company and become a lively, iconic CEO. However, Cook spent little time on the stage and instead left much of the presentation to his top executives. It was a decidedly not in the Jobs style. Cook isn't Jobs, but his boring presentation hurt the CEO's standing with consumers and shareholders.

10. Continuing to ignore Apple TV

The living room is a potentially multi-billion dollar industry. Yet, Apple has been loath to enter that space. After launching the new Apple TV last year, the company has largely ignored both the device and the entertainment market, in general. It's a mistake. The Apple TV could very well hold the key to Apple's dominance in the living room. It's about time the company realizes that.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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