Apple Event 2018 and Apple Values

1️⃣ iPhone X Suica Problem Q&A Exchange Guide
2️⃣ iPhone X Suica問題Q&A交換ガイド (Japanese)
3️⃣ Apple Denial and iPhone X Users
4️⃣ iPhone X Suica Problem Index


The Apple Event 2018 is less than 12 hours away. I’ll watch it and understand the excitement surrounding it, but it already feels very different from any other iPhone announcement, like something telecast from another time and place.

I have enjoyed my iPhone X in many ways but wanted to enjoy it more. Right of the box my iPhone X Suica Problem device was an annoyance but the Apple Pay Suica problem stubbornly remained, iOS update after update, exchange after exchange until I got my hands on a Rev-B iPhone X. Every step of the 11 month journey has been an endless loop between ‘Apple will do right by its customers’ hope and ‘Apple doesn’t give a damn about customers, they only care about pretending they do’ reality.

Nobody wants to unearth a fiasco, which I believe the iPhone X Suica Problem is, and there is only one conclusion I can come up with: Apple knew they were selling defective iPhone X devices but sold them anyway. Apple refuses to acknowledge the problem publicly and refuses to exchange all the iPhone X devices they know to be defective. It gets worse: a Docomo source told me Apple told Docomo to keep quiet about the problem.

The decision to sell a flagship product with a known defect reflects the corporate values of the current Apple executive leadership. Tim Cook and team are OK with that. Tim Cook can eulogize Apple corporate values all he wants to at the Apple Event, but I don’t believe a word of it anymore. Enough words Mr. Cook, I’ll believe in honest action when I see it. Car manufacturers do recalls of defective products, why not Apple if they love their customers so much?

Steve Jobs, for all his complex conflicting qualities, had the guts to stand up in front of everybody to explain the iPhone 4 Anntenagate debacle, or at least try to, and do something about it. Does Tim Cook have the same kind of leadership guts and values to do that?

So far he hasn’t shown us that he does.

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