Apple may have an engineering problem

(MoneyWatch) Apple (AAPL) has developed a well-earned reputation of a masterly command of consumer electronic design. The combination of sleek devices, robust supporting services, and an entire ecosystem of third party software and hardware providers create a money-printing machine, as any casual look at Apple's financial results show. Even Microsoft (MSFT) CEO Steve Ballmer wants his company to become more like Apple.

But the juggernaut has shown signs that all is not well. Its noted abilities in supply chain management and logistics haven't kept blunders from happening. With all the discipline that Apple has shown in the past, there seems to be a key fundamental engineering sensibility that has gone missing. And unless Apple regains that capability, it will continue to undermine its own success and possibly make room for its competitors.

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Forget for a moment the past problems, like significant product overheating that in some isolated cases led to devices actually burning, or the antenna issue of the iPhone 4, where the so-called death grip often cut down the signal strength to the handset.

The new version of iOS, the operating system behind the iPhone and iPad, had a disastrous introduction of Apple Maps, the company's replacement for Google Maps. The new iPhone 5 aluminum case turned out not only to be easily scratched, but there have been many reports of products marred in the box from the factory.

And then there are the extensive rumors of the iPad mini. There are supposedly 10 million in production. Or should that be were in production?

There were rumors of a product announcement next week, only no one has received invitations and there are reports of supply problems.

Any of these problems or bits of evidence alone would be merely curious. Taken together, they paint a picture of a company struggling with a significant problem.

Engineering isn't an activity that happens up to a certain point and then steps aside for other aspects of a business. Engineers are supposed to work with manufacturing to ensure that what they design can work not just in a lab, but also a factory. Pre-manufacturing testing should uncover major issues when there is still time to address them.

Apple may sell hundreds of millions of products, but there are a limited number of types. This isn't a traditional consumer electronics giant that has dozens and dozens of new products coming out regularly. Apple has long had a focused and narrower product range. If it can't manage the engineering problems, something is wrong and design alone won't be able to keep the company on top forever.

Apple has not yet responded to a request for an interview or comment.

Image: Twitter user Sonny Dickson

[euchch]

Good article, quite to the point,
iPhone 5 is not the best product out there and since iPhone 3GS on every product line they had there was some sort of a problem, and yet - they are keep on selling like cool lemonade on a hot sunny day,
http://ponline-space.net/20120925/santa-visits-early-this-year-but-he-is-short-of-gifts/

[DrMisunderstood]

Those litigious Cupertino ***** can make **** look good and smell good but it's still ****.

[hance316]

I agree with everything, except that Ballmer wants Microsoft to be more like Apple. He never mentioned Apple. In a 1,300 word report there is one line being taken out of context. Here is what he said:

"We will continue to work with a vast ecosystem of partners to deliver a broad spectrum of Windows PCs, tablets and phones. We do this because our customers want great choices and we believe there is no way one size suits over 1.3 billion Windows users around the world. There will be times when we build specific devices for specific purposes, as we have chosen to do with Xbox and the recently announced Microsoft Surface. In all our work with partners and on our own devices, we will focus relentlessly on delivering delightful, seamless experiences across hardware, software and services. This means as we, with our partners, develop new Windows devices we'll build in services people want."

He isn't trying to be Apple. In fact Microsoft will still be much different. And Apple didn't invent their way of business.

[eriksherman]

It's pretty clear that he's referring to the integration of software, hardware, and services. But, to your point, that will be only part of Microsoft's strategy, which is why I wrote "more like Apple." The enterprise business, server operating systems and tools, and corporate cloud services are significantly different and at least as important to Microsoft's future.

[fotonite1]

The article did not mention the 'purple flare' seen on pictures taken by iPhone 5 camera.

[eriksherman]

I didn't add that issue into the list because, frankly, there is the potential for flare any time you point a camera lens toward a light source. And Consumer Reports has reported that other smartphones can also exhibit the problem. It's a matter of optics and physics that can't necessarily be engineered out.

[Kimbakat]

OH puhleeze....this article is a feeble attempt to make it's stock go down. Sorry..but the demand is so high on high quality reliable Apple products that planet earth does not have the resources to keep it at it's time demand...and this article in complaining about a first run map app? True..apple should've let the user CHOOSE to add it to use it..and let google and apple compete...at least..until the programming was up to speed...but ok. What app hasn't been through 10 versions of itself to get it to where it is?

Feeble article!

[andrewms85]

"What app hasn't been through 10 versions of itself to get it to where it is?"

Internet Explorer

;)

[eriksherman]

I have no interest in whether Apple stock goes up or down. Given the relatively small product portfolio that Apple maintains compared to a company like Sony and the vast amount of wealth it has at hand, to claim that the resources are lacking is ignoring fact. Furthermore, if the problem is in engineering, then the demand doesn't matter as the same work must be done correctly whether 1,000, 1 million, or 100 million purchase the products.

Also, pointing at the map app is fine, but that doesn't address the hardware issues, which have nothing to do with revisions on code.