An Open Letter to Tim Cook, Apple CEO

Dear Tim,

Firstly, I hope you don’t mind me addressing you like that, it seems that you are the face of Apple and if we were speaking face to face I’m sure you’d insist that I not call you Mr. Cook.  Also, Mr. Cook sounds like an ill-judged Mr.Men/Breaking Bad crossover.  Let me also state from the get-go that I have historically been an enthusiastic Apple fan.  I thought the iPod and iPhone were awesome.  I covet the MacBook Pro and I have an iPad 3 and I use it every day.  But I have to say, that I did a little resigned sigh when I read last week about the new chip that you intend to install for the iPhone 5S.  Apparently, it’s going to be a third faster than the iPhone 5.  Well Tim, that’s super, but having watched announcement after announcement about your latest iPhone, I think I’d like to pass on some customer feedback that somehow hasn’t reached you, which amazes me because it appears that you work in a building made of diamonds and that the Chinese fellas who manufacture your products couldn’t even afford to buy the cardboard box that they are shipped in, so you’d figure you know something about pleasing your customers.  But I digress, this isn’t a human rights email, it’s actually awkwardly and embarrassingly selfish.  You see, Tim, I have never heard anybody complain about the speed of the iPhone.  It loads webpages and videos just fine.  It streamed Miley Cyrus’ twerking and that Syrian dad who found his son wasn’t dead after all in HD without a problem (I cried watching both).  I think I speak for 99% of users when I say we really don’t need a faster phone or a more powerful chip.  And yet, there is something you can do that your customers would really appreciate.  Some have issues with the closed nature of your software, others may not be nuts on the form factor, but everybody, and I mean everybody would like you to:

Thanks for reading this and good luck with the new phone.

Kind regards,

Jonathan McCrea