Suppose you saved up your pennies (and dollars) and eventually bought yourself a brand new BMW 5 Series sedan (read: new MacBook Pro Retina).
And suppose you took it to the dealer according to schedule a few months later for the manufacturer’s recommended preventative maintenance (PM).
And suppose as part of the PM, the dealer installed the manufacturer’s latest software/firmware updates for your vehicle (read: iTunes 11) with the following results:
(1) There is no longer a visible image displayed in any of the car’s rear view mirrors (read: no Cover Flow and no Album Artwork panel in the iTunes sidebar) – because, after all, with a little extra effort it is possible to see what you need to see and drive where you need to drive without the benefit of rear view mirrors.
(2) Three of the car’s four doors are now permanently locked (read: you can no longer open multiple playlists in separate iTunes windows), so you can only enter and exit the vehicle through the driver’s-side front door – because, geesh, on any given day no more than 10 percent of 5 Series owners (read: iTunes users) use anything other than the driver’s-side front door (read: the main iTunes window) anyway.
(3) The vehicle’s cruise control system (read: iTunes DJ) has been totally disabled – because, when all is said and done, there is a perfectly good accelerator pedal and a perfectly good brake pedal (read: the Up Next feature of iTunes 11) that can easily be used to manually control the speed of your vehicle.
So what would be your reaction to, and opinion of, such a company, its product strategy and its customer focus?
Well, here’s thanks to you, Apple, for iTunes 11. It’s just great to have invested $3,000 in a new MacBook Pro Retina only to have the functionality of my most heavily used app reduced to what I could do with a $700 iPad.