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Posts Tagged ‘iPhone 5’

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

My Perilous Path-to-Purchase the iPhone 5s

In Apple, iPhone on September 20, 2013 at 9:30 pm

RJL official shotOur intrepid Brand Editor, Robert Liljenwall,
shares his Homeric quest for his very own iPhone 5s

Time:  9:22 a.m. PDT – Sept. 19, 2013

Called AT&T and they immediately had a message that if you wished to order an iPhone, “please go to our website, ATT.com.”  Which I did.  Discovered they had purchase options for every phone except the 5s and really no mention of it … all of their in-store phones were posted.  I think they could have had a posting of the 5s with the notation that orders will not be taken until Sept. 20.

Time:  9:30 a.m. PDT – Sept. 19, 2013

Called Apple to find out the best way to order an iPhone 5s.  ”Order it over the phone because we will probably run out of inventory Friday in the stores and the insure that you get the best chance of picking up a 5s right away is to order for store pick up. ”  OK – that’s my path.

Time: 9:35 a.m. PDT – Sept. 19, 2013

Called Jeff Sandgren, my BTN partner to inform him of the ‘path’ (order on phone) … and then he hit me with – “what time zone are they talking about, New York time?”  Hell, I don’t know.

Called them back immediately.  ”Sir, it’s Pacific time.”

There you have it.

Time: 1:15 p.m., Thursday, Sept. 19, 2013 

When to call?  Apple told me it is probably best to call ahead of midnight – long queue and you will probably not get connected right away.  I’m slitting my own throat on this recommendation – so please wait until I get my iPhone 5s before you call.  I will notify BTN immediately when I have confirmation.

Time: 1:23 p.m., Thursday, Sept. 19, 2013

Talked with Apple again regarding the requirement to have iOS7 on your existing phone to transfer data to your new iPhone 5s or 5c.  You don’t need it.  I have downloaded it anyway onto my current iPhone 5, and not thrilled with the interface.  But that’s my preference – at least I want to be able to read better-reading font that isn’t lightface.  Let me know your opinion … Calendar is especially weak.

Time 3:49 p.m., Thursday, Sept. 19, 2013

Been navigating the new iOS7 on my iPhone 5.  Clean, slick but of course, you can’t read half of the content because the designer specified a light-face font that is used on all standard Apple applications (calendar, weather, mail, contacts). The trouble with their design, which will annoy anyone who even has 20/20 vision, will be that the type face, when used in a secondary treatment, is converted to color gray, and the font is then apparently screened back to 20 percent, which means, simply, you cannot read it quickly or easily. This is extremely annoying and I consider this a major design flaw that will endanger the acceptance of the new iOS7 interface. The Apple tech rep I just talked with said – “well that’s the way it is. It cannot be changed.” So there you have it. Be prepared to struggle with readability. I am a huge Apple iPhone fan, but this design alteration is going to cause the company problems.

Time:  7:15 p.m., PDT, Thursday, Sept. 19, 2013

Apple Store – Pasadena.  Frustrated with the interface look/feel, I decided to descend upon the Apple store in Pasadena (#2 store to open) … ranted a bit with an employee who had no idea what I was referring to … asked for manager.  ”What’s the problem?”  I told him gently and calmer this time:  ”I find that the interface design on Calendar, Call screen and Address book, along with several other apps, were terrible – type is too light…you can’t read the thin-faced font that is 20 percent gray (like on the phone record for time called; calendar (Saturdays and Sundays).”  I show him what I meant … and Steve (the Manager), agreed.  He was calm, helpful sympathetic and empathized with me – “I agree with you.”  He said he was a part-time app developer and already noticed this deficiency and had notified Apple about the color scheme.  He said hopefully they will fix this soon … and I told him I think this is similar to the “map” fiasco … I would shoot the graphic designer responsible for this.  There are numerous issues with color, backgrounds and contrasts – but I won’t go into this now.  It’s set.  Nothing we can do about it tonight.  I’m still moving forward in buying the 5s tonight (after midnight), so I am not giving up on Apple.  But I wasn’t the only one to complain – seems like there were about 45 other customers in Apple with the same complaint … we’re not alone.  See you later … Are you listening Apple? 

Time: 12:22 a.m., Friday, Sept. 20

Called Apple at 11:38 p.m. to check on “best time to call” and this lovely miss from Austin, TX . “Best to call around 11:58 … so you’re not held in the queue too long.”  So I did.  Slammed shut.  ” … due to the high call volume …”  Well, you know the drill.  I even contemplated driving to the Apple store and waiting in line, but my late-in-life maturity kicked in.  So, after 35 calls later, I’m in the queue now. Yes … I’m “in” … and I’ve been on this call for 8:05 minutes so far and counting.  I’ve gone from depression to elation. (You see, how whip-sawed Apple treats us?)  I’m not there yet … but hopeful.  Keep you posted.

Time:  12:50 a.m., Friday, Sept. 20, 2013

I am somewhat elated – after 35 calls, holding for 21 minutes, I got through to an Apple rep in Portland who was very helpful.  I did get a ‘gold’ 5s because I could … and 32GB … and with Apple Care, which came to $475.  However, it is being shipped (as all orders are over the phone according to the Apple rep) … which means I get it in three weeks or so.  Not happy about that.  I honestly thought I would be jumping into my car and standing in line to get a phone, but the line was long already at 4 p.m. today and I thought it was crazy for me to head down there at midnight and stand there – perhaps if I was 30 again … but I’m more than twice that age now, and that was a deciding factor.  I can wait … done it before.  The point is: I do have a 5s coming.  BTN will be covering the progress/success of iOS7 as well as how the new iPhones are selling.  Apple was OK – and frankly, I’m getting use to iOS7 a bit more.  As I was waiting to dial tonight, I called my friend Eric Kuhne in London who is also a big Apple fan – and he just raves about the new iOS7 and shares some of my concerns about the color scheme and font treatment.  I will say this, the iOS7 is super-fast and I can’t wait to test out the other features when I get up Friday.  It’s almost 1 a.m. here in Pasadena … so it will be another Day of Adventure with Apple.

Time: 7:28 p.m., Friday, Sept. 20, 2013

 This is the last communique regarding the pursuit of the iPhone 5s.  I have it in hand.  But it was a circuitous route, filled with intrigue, mystery, discovery, luck, and a couple of good Samaritans along the way.  It is a happy ending … but the journey to finally have the iPhone 5s in my possession was also fraught with danger and some chaos.

To cut the 5s chase, I found that I could get “immediate gratification’ at the Pasadena Apple store who had 5s 32GB still in inventory Friday afternoon.  I canceled my “midnight order” because it would be shipped in October … what were they thinking?  I decided to drive by the Pasadena Apple store and only a relatively small crowd was milling about … were there 5s phones available?  Yes, there were! I got in line and after 45 minutes, I was given a personal Apple “support” person to assist my purchase.  I canceled my previous order … and the entire transaction for the 5s was completed in just a few minutes.  An AT&T rep was there to assist … and I asked if she was busy…”not at all.  Apple really has their act together this time around.”  I was so impressed with the ease and seamless process.  I was ‘in and out’ within 20 minutes.  The Apple personnel were incredibly helpful.  Yes, I believe the iOS7 system is plagued with design challenges – but I am really impressed with the speed, the intuitive insight they have designed into each program … and I am getting use to the graphics.  At the end of this journey, I’m a very happy 5s owner.  Powerful, sleek and smart.  That’s the 5s. The Apple brand is “safe” for now … stay tuned. – RJL

Related articles

Apple debuts new stuff … is it enough?

In Apple, mobile & tablets, Samsung, Steve Jobs on September 10, 2013 at 11:11 pm

by Robert Liljenwall

A sage marketing professional said that when someone asks you how it’s going, a safe answer always is:  “It’s too early to tell.” For no matter what the question is…this response always seems like a very intelligent answer, especially when commenting on Apple’s release of its new phones and iOS7 today.  The cat was already out of the bag weeks ago, as reported in BTN, so today’s event was really anti-climactic.  Anti-climactic for several reasons:  1) really, no new product was introduced and it’s been two years since Steve Jobs departed and we haven’t seen a new product, only updates and enhancements; 2) there was no home run – a bunch of singles and perhaps a double … and Apple left players on base; and 3) the ‘brand vote’ was negative – the stock didn’t go up, it went down – 2.28 percent loss in overall value today (9/10). Touch ID

#3 is really not surprising.  Carl Icahn touted Apple as a stock near $600 and there have been buy recommendations for $525 and $540 before the event … .so the fact that Apple went down is a bit depressing if you’re an Apple lover … “how could you leave me?”  But the reality is that until Apple makes a major move with something new besides cosmetic and interior system improvements, people will question Apple’s vision.  Yes, the new enhancements are quite nice – such as finger-print ID … faster processor … longer battery life … and better camera.  And a cheaper phone will help Apple in China.  But Apple does not appear to be a forward-thinker these days, and it pains me to write this.  The Samsung people must have smiles on their face … although the iPhone 5C could give them trouble in China … but we’ll see.

It’s really too early to tell … until Sept. 20 when Apple starts putting the iPhone 5S and 5C in people’s hands.  I will most likely trade up – always do because I love my iPhone and trust Apple…and that’s the core of the Apple brand – customers who love their products and trust them.  Do Apple people want bigger screens?  Perhaps, but frankly, I love the way my iPhone fits in my hand – and I have short fingers, so a wider phone would not help my experience.  And besides, Apple’s legacy and quality of design simply cannot be matched by the Galaxy.  Just can’t.

Apple was rumored to have the iTV in the wings – but it was a no-show.  And when that does happen – I suspect next spring – it will restore some of the lost luster on the Apple brand.  Yes, the Apple brand lost some buzz today … sorry to say.  I remain loyal but am still waiting.  A good friend, Robert Page, sent me this rather poignant quote from Steve Jobs this morning which bears passing along to you:

 “You’ve got to start with the customer experience and work backward to the technology.  You can’t start with the technology and try to figure out where you’re going to try to sell it … A vision for Apple [is] ‘What incredible benefits can we give the customer?’ … I think that’s the right path to take.” – RJL

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