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Posts Tagged ‘Craig Federighi’

Looking back and forward on 5s Journey

In Apple, brand-building, iPhone, retail, Steve Jobs on September 22, 2013 at 3:48 pm

by Robert Liljenwall

The journey is over. And it is now beginning. I have my 32GB Gray iPhone 5s in hand … and I am warming up to it. If you really want to experience it before you buy it, download iOS7 and you’ll get the (almost) complete look/feel, which takes time getting used to. I hated the color and font scheme of iOS7 but my passion to get the 5s overcame my dissatisfaction with the look I had on my 5 after downloading 7.  Thought the pastel/light gray scale was very inappropriate and still do, but I am getting used to it. If you need glasses to read your screens on your iPhone, you’ll need them for sure on the 5s.

But back the journey. As you may have read, I canceled my phone order for a gold 32GB when I realized that I could actually get one on 5/20 at the Pasadena Apple store (instead of waiting until Oct. 8). They still had plenty of gray 32GB in stock … and the wait was a very tolerable 45 minutes in line. The Apple sales people were extremely helpful, courteous and gave me all the time necessary to feel comfortable with some minimal training. The entire transaction took less than 20 minutes, and it was seamless. I was, indeed, thrilled I made the right choice to stop by for a second time at the now infamous Pasadena store (where fights broke out early 5/20 with homeless stand-ins who were cheated by a rather unscrupulous creep who refused to pay them to stand in line for 10 hours). The line at Apple was 3 times longer than when I got inside … apparently word spread that they had some inventory – AT&T had only 64GB.

iphone-5s-loveWhy am I so passionate about this?  Brand marketers love people like me – we put up with lines, some dissatisfaction with the product, and still plow forward through what most people think is insane. This is what Steve Jobs has done to me and millions more. Is the torch passed?  I think so. Business Week had a great cover “What Us Worry?” – showing CEO Tim Cook and his two henchmen – Craig Federighi and Jony Ive. But like I said earlier, “it’s too early to tell.” I can tell you this:  It’s fast. Video and photo quality are the best ever. Downloads are quicker. New pull-up that gives you immediate access to key programs is brilliant. And thank God for iCloud – all apps and programs perfectly preserved.

So far, the Journey with Apple has been a real treat, actually. Well that’s not totally true. My girlfriend, Julie, wasn’t particularly happy with me waking her up on 5/20 at 4:45 a.m. to run me down to the Apple store (some 5 miles away) to see how the line was (too long) … and she continued to comment on this ‘sacrifice’ during the day. “Yeah, but haven’t you had fun telling all of your friends about your ‘experience’?” “Of course …” So, I just provided her with some great story-telling fodder … so she benefited, too, wouldn’t you say?  She agreed. – RJL

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