People like to believe that Apple is a company that never makes mistakes. Never has that logic been so obviously flawed as it was in 2017. This year, it seemed like Apple couldn’t make it through a single week without some big, embarrassing screw up. So, for the sheer joy of it, we made a list.
The word “joy” bears a certain specificity here. By all business standards, Apple had an absolutely spectacular year. In the fourth quarter alone, the company brought in $52.6 billion in revenue and growth in every single product category. The company even managed to grow its long-suffering Mac business and release a new iPhone that everyone agrees is awesome. So there were some goofs. No big deal. Apple is still rich and successful.
Before diving into the chronological catalog of disasters—which is a fun thing to do—it’s useful to define what we’re talking about when we say that Apple made some goofs. Let’s be honest. The definition is broad. Apple has never been an invincible company, even during the hallowed reign of co-founder and mean manager Steve Jobs. However, the mistakes the company made in 2017 range from upper-level management boondoggles to simple software bugs that ruined the blessed Apple user experience. Then there’s the whole Apple-doesn’t-want-to-pay-taxes business.
So let’s start at the beginning of the year and bring you up to speed on everything Apple fucked up this year. It’s a lot!
“Apple Sets Its Sights on Hollywood”
This is more of a stumble than a full fledged fuckup, but man is it grim. In mid-January, The Wall Street Journal reported that Apple was developing a plan for scripted television shows and possibly even feature films. While the strategy has worked well for other tech giants like Amazon and Netflix, nobody can confidently say that Apple’s succeed in the original video game. Its existing properties—shows like “Carpool Karaoke” and “Planet of the Apps”—are embarrassing at best. We actually used the headline “Apple’s First TV Show Looks Like a Cry for Help” to describe the later. Now, after a year and a reported $1 billion budget, Apple still doesn’t have a hit. There’s always next year.