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The Trouble With Apple -- and the Industry

by Peter Krass

December 20, 2005

About a week ago I wrote a love letter here to my new Apple iPod nano. But this week I'm dipping my pen in poisoned ink. At stake, unfortunately, is a lot more than just my foul mood. What's happened to me (described below) is happening on a far grander scale at device makers. They too are struggling to create working solutions from disparate components and software that they've sourced from multiple vendors. It isn't pretty.

But first, my problem. Last week I discovered that my iPod desktop software had messed with my WinXP PC, causing all audio files, no matter their source, to be played just a little too fast. A four-minute pop song, for example, now plays at about 3:50. The beat is a audibly faster than it should be, the voice cartoonishly high.

I went looking for a solution on Apple's iPod discussion boards and FAQ pages. I did find other people complaining about too-fast playback, and I got a little consolation from knowing I'm not the only one with this problem. Then I found an Apple article about too-fast playback with Dell machines; fine, except my PC is not from Dell. Then I found another Apple article that acknowledged the problem may occur, gave a couple of vague suggestions, and concluded by urging the reader to get help from their hardware vendors. Maybe the PC vendor, maybe the maker of an audio board, maybe—who knows—someone else.

I was starting to lose my patience. I counted to 10, then calmly emailed Apple iTunes Support with a polite note describing my problem, telling them I had already found their articles, and asking for their help. Here, in part, is the reply I received: "The nature of your question falls outside the type of support provided via email by the iTunes Music Store team. We encourage you to consult the following article for more information...." (Needless to say, the article they recommended was the same one I told them I had already read.)

So let's review: Apple sold me an iPod, associated desktop software, and several sound files at a cost of $1 each. Then my PC, unmodified except for the addition of the Apple software, started to malfunction. Apple, when informed of this, has not only refused to help me, but also insisted that the solution come from some other company. They're happy to take my money; but now that my computer isn't working correctly, I'm on my own. Thanks, Apple.

I'm just one guy with his music player. But what happens when we magnify this problem across entire departments, companies, industries, nations? Imagine "the nature of your question falls outside the type of support provided" repeated 100,000 times a day, endlessly. Developer blood is boiling from coast to coast, across the sea, in every city, wherever device software is found. Won't somebody help?

Posted at 03:00 PM



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