Who decided these features should go in the WWDC keynote, with a promise they’d arrive in the coming year, when, at the time, they were in such an unfinished state they could not be demoed to the media even in a controlled environment? Three months later, who decided Apple should double down and advertise these features in a TV commercial, and promote them as a selling point of the iPhone 16 lineup — not just any products, but the very crown jewels of the company and the envy of the entire industry — when those features still remained in such an unfinished or perhaps even downright non-functional state that they still could not be demoed to the press? Not just couldn’t be shipped as beta software. Not just couldn’t be used by members of the press in a hands-on experience, but could not even be shown to work by Apple employees on Apple-controlled devices in an Apple-controlled environment? But yet they advertised them in a commercial for the iPhone 16, when it turns out they won’t ship, in the best case scenario, until months after the iPhone 17 lineup is unveiled?

“Can anyone tell me what MobileMe is supposed to do?” Having received a satisfactory answer, he continued, “So why the fuck doesn’t it do that?” For the next half-hour Jobs berated the group. “You’ve tarnished Apple’s reputation,” he told them. “You should hate each other for having let each other down.” The public humiliation particularly infuriated Jobs. Walt Mossberg, the influential Wall Street Journal gadget columnist, had panned MobileMe. “Mossberg, our friend, is no longer writing good things about us,” Jobs said. On the spot, Jobs named a new executive to run the group. Tim Cook should have already held a meeting like that to address and rectify this Siri and Apple Intelligence debacle. If such a meeting hasn’t yet occurred or doesn’t happen soon, then, I fear, that’s all she wrote. The ride is over. When mediocrity, excuses, and bullshit take root, they take over. A culture of excellence, accountability, and integrity cannot abide the acceptance of any of those things, and will quickly collapse upon itself with the acceptance of all three.

Quality software from independent makers is like quality food from the farmer’s market. A jar of handmade organic jam is not the same as mass-produced corn syrup-laden jam from the supermarket. Industrial fruit jam is filled with cheap ingredients and shelf stabilizers. Industrial software is filled with privacy-invasive trackers and proprietary formats. Google, Apple, and Microsoft make industrial software. Like industrial jam, industrial software has its benefits — it’s cheap, fairly reliable, widely available, and often gets the job done.

Big tech companies have the ability to make their software cheap by subsidizing costs in a variety of ways:

Google sells highly profitable advertising and makes its apps free, but you are subjected to ads and privacy-invasive tracking. Apple sells highly profitable devices and makes its apps free, but locks you into a proprietary ecosystem. Microsoft sells highly profitable enterprise contracts using a bundling strategy, and makes its apps cheap, also locking you into a proprietary ecosystem.

I’m not saying these companies are evil. But their subsidies create the illusion that all software should be cheap or free.

Independent makers of quality software go out of their way to make apps that are better for you. They take a principled approach to making tools that don’t compromise your privacy, and don’t lock you in. Independent software makers are people you can talk to. Like quality jam from the farmer’s market, you might become friends with the person who made it — they’ll listen to your suggestions and your complaints.

Big tech companies earn hundreds of billions of dollars and employ hundreds of thousands of people. When they make a new app, they can market it to their billions of customers easily. They have unbeatable leverage over the cost of developing and maintaining their apps.