“As a Mac user, I wish Microsoft would run an Apple-like ad about the process by which Mac users get service for broken hardware. It would be really hard for Apple to respond, because their system for dealing with broken hardware is itself horribly broken. They need serious incentives to fix this.” – Dave Winer
Just last week my team at Resurrection and I were joking about exactly this idea. (We support both PCs and Macs.) The Apple commercials are terribly funny, no doubt. But Apple would have you believe that their stuff never breaks. In our parody commercial, Mac would be broken and a poor, hapless user would be striken by the question, “How do I fix this thing?” PC would answer, “I don’t know.” Then the user would ask, “Who DOES know?” Followed by nothing but dead silence.
When PC is broken, we call our friendly Dell service person, who comes out a day or two later and fixes it. It’s painless and nearly effortless. When Mac is broken, we are faced with a small number of bad options, all of which will cost us a lot more time and brain damage than calling Dell. Surely Dave Winer and us aren’t the only ones who have faced this issue. Does Apple care?