What was the moment you realised Apple had disappeared up its own arse?
For me it happened yesterday; though its been building for a while. The lack of storage space on my iPhone is the most frustrating thing. It's horrible having to wipe smiling photos of my nephews every time I want to use the camera, update an app or listen to some music. It's like they are talking to me as I press delete saying "don't make us disappear. Why are you removing us from your life, Jonny?"
Then there's the constant battle with its depleting battery life, the way charging appliances has become a bigger part of daily routine than seeing the in-laws, the random manner iCloud saves some things and not others, poor reception, freezing screen, you name it it's annoying.
But the tipping point came yesterday after I needed to buy a new charger cable. With a few hours free I popped along to the impressively sized Mall of the Emirates in Dubai. It's not a small place.
I located the Apple store on the ground map. Level 2 it said. Although it didn't make any mention of any of the other shops near it. But hey, I had time to kill, I was in no rush. And so I set off. And I walked. And I walked. And I found another map which told me the same thing. And I walked some more. And eventually I completed a full circuit without locating the place.
"Maybe it's shut down" I figured. That would be annoying.
In the end I gave up and just asked somebody. He pointed in the general direction of a museum I'd walked past three times. I figured I'd missed a turn off. And then I looked inside and realised that the modern art museum I'd mistaken it for was in fact the Apple Store.
How could I be so stupid?
Well, maybe if the pretentious bastards had bothered to put a bloody sign on the front of the building I wouldn't have been.
I mean, really? You take yourself so bloody seriously you think you can put your store in the middle of one of the biggest malls in the world and not bother putting any branding on the front? Do you really think you're customers are going to put up with having to buy an ordinance survey map just to have the privilege of spending money at your shop?
What a bunch of iTwats.