Now You Have It… Now You Don’t?
Last week, Apple’s mandatory software update for the iPhone may have unwittingly touched off an arms race between their in-house genius software designers, and their formidably geeky loyal fanbase. And really, they should have seen this coming…
In March 2005 Sony launched the PlayStation Portable (PSP) to terrific fanfare and midnight madness launches nationwide. Shortly after launch, Sony started issuing regular updates to the PSP as downloadable patches to the systems firmware – a light-duty operating system that drives a consumer device in the background. In the beginning, they delivered new functionality to PlayStation’s slick little brother like custom wallpapers, better controls for music and movie playback, and compatibility with PlayStation 3 and other devices.
Before too long, however, Sony’s firmware updates became the front line defense for their war against the indie game “homebrew” community and modders. True, some of these modders were getting their PSP to play pirated games, and Sony has a right (and a critical business need) to put a stop to that. But a lot of them were just trying to install Linux, use it to control a Roomba, and basically have fun screwing around with their really cool toy. When the PSP’s most anticipated titles, like Grand Theft Auto: Liberty City Stories required new firmware to run, a vocal minority railed against Sony in forums and the blogosphere.
Game sites were littered with vitriol about how Sony was putting a limit on what gamers could and couldn’t do with hardware they already owned. And to a certain degree, it’s hard to blame them. Until very recently, the precedent with consumer electronics has been “the box does what it does. It’s YOUR responsibility to use it legally, properly and safely.” After all, everyone’s DVD player is capable of showing Gigli, and no one’s gone to court for it… yet.
Fast forward to earlier this year. Hordes of Apple disciples waited in ridiculous lines around the country to get their very own iPhone. You might have heard a thing or two about it. Enterprising young programmers quickly found out how to unlock the uberphone, and load it with homemade programs, videogames, and the ability to work with phone providers other than AT&T, much to Apple’s chagrin. Apple responded with last week’s firmware update, and the iPhone’s early adopters, predictably, reacted with rancor. Apple’s legions of fans are no doubt working on a solution to open up the iPhone again, and undo the latest firmware update. Assuming they figure it out, Apple will have to issue yet another firmware upgrade to regain control of the iPhone.
No sooner had Steve Jobs shown us the dirty little trick hidden in his black turtleneck sleeve than a shining beacon of hope, and goodness, and all things customer service came from… Microsoft!? The undisputed king of needless, forced upgrades (I know a guy that had to upgrade Word so he could spell things with umlauts) made the new Zune software available to first generation Zune owners this week. The Generation 2 firmware adds wifi syncing and music rental, two of the biggest selling points for the new Zune, to all the Generation 1 Models. In short, Microsoft figured out a way to upgrade the Zune, without making early adopters feel left out.
Here’s hoping Apple, and every other consumer electronics producer took note – this is how you treat customers. Our always-on, connected devices (including everything from cell phones, to TiVo, to all 3 of this generation’s videogame consoles) give manufacturers more power than ever before to modify their device when it’s already in the consumers’ hands. But with that power comes a set of complex responsibilities to protect their consumers, their partners, and their reputation.