4 easy fixes for Apple to make iTunes better

1) I expect you to manage my files. Maintain a list of my purchased files and let me download them whenever I want. Why am I expected to keep backups? It’s just weird.

2) I expect you to allow me to deauthorize a computer remotely. For example, I’ve just lost my hard disc. How do I deauthorize it? You tell me I’ve got 5 out of my 5 computers authorized. Ok, which ones? Unlike 1975, five is not a big number of computers. How about automatically deauthorizing a computer after 12 months?

3) I expect you to tell me that I can’t play HD films on a non-approved TV BEFORE I buy it. Or, to be honest, never. I’ve never heard of such ridiculous bullshit. I’m not about to go and buy a new TV, just because it doesn’t have your DRM built in.
The discussion here has 8 pages, and the last one says “Apple Support has no idea this problem exists.”

4) If I tell you I own an MP3 I expect you to trust me. Allow me to copy and transfer it like any other file.

We like our iPods, we love our iPhones, and when our wives aren’t looking, we might secretly give our MacBooks a cuddle. But no-one likes iTunes. And not because it’s a bad idea. It’s just clunky and unusable.

If I were the EU, I would consider Apple bundling iTunes in the same light as Windows bundling Internet Explorer. Let’s start the fine running at €1m/day and start talking openness.

Leaving Digitas

I’ve been at Digitas for five years. Five years. As I’ve recently learned, that’s about thirty-five dog years. Which is about four years older than I am now.

Here, I’ve worked on websites for Hewlett Packard, the Cannes Film Festival, Persil, Nicquitin, General Motors, Opel, Vauxhall, Sega‘s TotalWar, Nakheel and the Palm Jumeirah, Bayer‘s Xarelto, MSD’s Propecia, Procter & Gamble, Eukanuba, Digitas of course, and a few sites so cool, I still can’t tell you about them.
That’s not a bad record.
Estimates suggest that on average*, I have been involved with more than seventeen percent of your household purchases , and although I have a three-percent chance of killing you with a car, there’s an extra four percent chance of saving your life after an operation.

Somehow I’ve been sent to Brussels, Warsaw, Geneva, Minsk, Basle, Kiev, Zurich, Paris and Bangalore.

Ninety-two of my facebook friends, I met through Digitas. That’s sixty-one percent.

Since I joined Digitas, I’ve started and finished a three-year degree in Physical Science, with a two:one. I’ve got married, and twenty-five percent of my guests were from Digitas. I’ve run twenty-six point one miles in the London marathon, and they helped me raise three-hundred pounds for the NSPCC.

I loved working here.
I wish them all a great 2010.


* some estimates may be approximate to the point of complete fiction.