My open letter to Tim Cook:
Tim-
I must admit, I am in a real quandary trying to understand how Apple has thus far reacted to a significant design flaw in their 2011 MacBook Pro machines.
As both a 2011 MacBook Pro owner and a shareholder (not a small amount of shares), I was trying to see this issue from both sides. Yes, there is more than enough circumstantial evidence to indicate that Apple has produced a flawed MacBook Pro design that produces too much heat which then does damage over time to internal components, particularly "attacking" the connection of the GPU to the logic board. But... how should Apple address this issue to satisfy both their customers (who have a real issue) and shareholders (who want to see a financially balanced response)?
Not every 2011 MacBook Pro owner is experiencing this issue; however, the "minority" is certainly more than an anomaly. It is those of us who use the machines in a more taxing way (video rendering, high end graphics, plugging in an external monitor) who are getting bit by this issue. However, we are still using the machine well within its intended use and the machine is failing. How can Apple see this in any other way but as an issue they should own?
As a shareholder, I'd certainly like Apple to fully investigate and make a fiscally responsible assessment of how to handle this situation. No need to spend money where it is not necessary. Yet, with this issue being well documented for over a year in publications and on Apple's own forums, I think there is more damage already done to Apple's reputation than any monetary outlay could every equal.
For example, despite very nice handling by your Executive Relations department, every time I have a work project due, I am in fear. This issue is like a ticking time bomb, I never know when the GPU will fail next, rendering the machine unable to boot. Now, I am having issues with USB devices not mounting reliably. This only happened because of a swapped logic board that introduced a new issue that now must also be resolved. My reaction is I've decided to defer or eliminate future Apple purchases until I see how this issue is handled *and* I've stopped recommending Apple computer products (I'm a consultant who has easily been part of more than 1000 Mac sales over the years).
There are countless stories of people who have been through three or more logic board swaps (some at their own expense) and they are still suffering. This leads to very ill will and a tarnished reputation for Apple. Many are stating "I paid for a premium product and it should last more than 2 years". I'm one of them.
I do understand that Apple cannot simply do one-off repairs and solutions, but in my eyes we are way past this being a "might have an issue with a few machines" and instead think, even as a shareholder, "CODE RED!"
This is evidenced by this thread: https://discussions.apple.com/thread/4766577 now approaching a MILLION views and over 7400 replies. It is nearly criminal to see people report that when they bring their machines in to an Apple Store that the Geniuses are still saying they've never heard about this issue. It is disingenuous and immediately makes Apple look shady. It is also below the intelligence level of your loyal customer base.
I've always been treated with respect by Apple, eventually reaching fair resolutions to my issues. I've owned dozens of Macs ever since the 128K. I am seriously hoping Apple's position changes soon. This is not a small issue and it isn't going away.