Apple has a habit or one might credibly argue a devotion to changing adaptors, interfaces, parts and connectors. The change may be required to support a new standard (such as Thunderbolt – a high speed peripheral interface – soon to be replaced by Thunderbolt 2…), be necessary to enable a smaller form factor or simply to pursue emerging strategic interests. Victims of Apple’s devotion to progress, include the floppy disc, cd-rom/dvd drive, iPhone/iPad/iPod connectors, Firewire and PowerPC CPU’s.
One such change caught me unawares last week.
Apple quietly introduced MagSafe 2 at the 2012 Apple Worldwide Developer Conference. A clever invention, the original “MagSafe” uses a magnet to connect a power supply to a laptop. Older readers might recall the curse of laptop power connectors past. Inadvertently kick a power cable and the connected laptop tests its strength with a free fall to the floor.
MagSafe equipped MacBooks mean that a power supply kick disconnects the cable without physically moving or damaging the laptop. Useful.
Yet last week, I attempted to connect a just released 2013 MacBook air to my desktop Thunderbolt display. The latest MacBook Air sports a MagSafe 2 power adaptor, which is unfortunately incompatible with the still for sale (and premium priced) Thunderbolt display featuring the original MagSafe connector.
The Apple online store missed an opportunity to tell me, when ordering: “Jim. Add a MagSafe 2 adaptor for $9.99. You’ll need it”. Apple knows that I have a Thunderbolt display. Apple also knows the software that I’ve purchased through the App Store along with my other products, such as an iPhone and iPad.
Reflecting on my wasted time last week over a trivial adaptor, (the nearby Apple Store did in fact, have the $9.99 MagSafe 2 adaptor in stock, but I loathe malls; Disappointment) I am surprised that Apple has not implemented a more personal online shopping experience. Why not use the data they have and offer a suggestion or three along the purchase route?
A few lessons:
- Apple continues to have the intestinal fortitude to burn the ships, even for the smallest interface, in this case MagSafe to MagSafe 2.
- Apple has the supply chain power to deliver the necessary adaptors and connectors at the right place and at the right time. I can think of countless other purchase experiences where a key item was missing or out of stock. The Apple Store appeared to have a reasonable supply of MagSafe to MagSafe 2 adaptors.
- Apple is missing an opportunity to tie my purchasing history into the online shopping experience. Understanding that my MacBook Air purchase required a $9.99 adaptor would have been helpful. My years of Apple customer service experience generally reveals a well run organization. I am surprised that someone has not put this CRM style enhancement in place.
- It would be interesting to understand Apple’s internal calculations when contemplating such changes. There are a host of issues worth consideration, from aesthetics, customer experience, hassle, supply chain, retail, staff awareness, support and SKU bloat.