Mitch McCasland’s Brand Inquiry

I’m nearing the second anniversary of owning my iPhone. (Yes, I’m still on version 1.0 due to serious battery life issues widely reported in the 3G handset. Until that is resolved, I’ll chug along on AT&T’s pokey EDGE network.)

Regardless, I am still incredibly satisfied with the device. Not only for what is does, but for what it is becoming. 

A few years ago when I worked for Korean handset maker, Samsung, I oversaw the launch of more than 100 handsets. Only a few of these had the capability to run software applications. Windows Mobile and Palm phones were about the only options back then. Otherwise, phones were a largely closed proposition for the “non-hacking” public at large.

For years, many consumers and PC pundits have complained that Apple’s computers and handsets cost more than those from competitors. Admittedly, some of the premium is attributable to innovation, manufacturing cost, production volumes and distribution channels. Apple’s commitment to maintaining a “closed architecture” may not grow market share rapidly, but it is ultimately an approach that promises greater long-term satisfaction. 

A few years ago, I was converting our home network to run on 802.11B wireless. We had an old blue and white 2000 iMac and I suspected that an upgrade to wireless networking was not going to be possible. 

I disregarded my male instincts and I called Apple’s tech support. What I learned from them seemed like a silent conspiracy at first, but then revealed itself as visionary approach to product planning that extended the useful life of that computer.  

Upon following their directions, I removed a plastic panel  on the back to reveal a slot for a wireless card and antenna connection. It had always been there and had been integrated into that model months before Apple even had a wireless card to fill the slot. I ordered a card, dropped it in and our old iMac came into the age of WiFi. 

I’m writing about this on the eve of the iPhone 3.0 software upgrade for both the original model and the 3G phone.  Following the upgrade to version 2.0, the iPhone suddenly exhibited the ability to run third-party applications - a feat considered unimaginable in its 1.0 incarnation. 

Now, a host of long-awaited functions are anticipated in this summer’s release of version 3.0 including the long-missing select-copy-paste. And for 3G owners, the ability (at last) to send multimedia attachments - an embarrassing shortcoming for iPhone owners.

I don’t know if we’ll ever see a mobile version of Flash on the iPhone. But my satisfaction over the past two years has banked enough brand equity with me that I’m looking forward to learning what Apple hasn’t told us.