 Apple Arcade Arcade Arcade

I’m really trying not to be too much of a jerk on this blog. Especially when it comes to picking on Apple – my most common target. I don’t like to point out small mistakes that are obviously just bugs. Rather, I hope to stick to meatier topics that follow recurring themes like Apple’s big push for services revenue, dark patterns, and other ways that I feel they (and the entire industry!) are regressing.

And so that means providing specific feedback as much as possible – instead of purely just dunking on billion dollars companies for fun. I don’t always stick to that guideline, of course, but I try.

I say all that as a preface to this: the following screenshots and thoughts about Apple Arcade aren’t particularly actionable, and so I hesitated on whether or not I should even write this post. But I decided to do so because I think they represent the general lack of care, attention to detail and polish, and quality that has permeated this entire new season of software.

Is it too many features? A rushed schedule? Poor management? I don’t know. But everything feels sloppy lately.

Look at this screenshot from the Apple Arcade section in the iOS App Store:

The word “Arcade” appears eleven times on that one screen. If this were a website, it would reek of poor SEO keyword stuffing. But it’s not a web page. There’s no search engine to appease. It’s the damn App Store. Either some whiz-bang Marketing genius thinks peppering the store with “arcade” will increase subscription conversions, or the designers just didn’t think through that every app cell saying “Apple Arcade” along with the tab and navigation bar might look silly. Whatever the reason, it’s sloppy and certainly not up to Apple’s typical (historical?) design and copywriting standards.

Here’s another screen:

Eight more times. And don’t get me started on how desperate the repeating “TRY IT FREE” buttons appear.

But let’s take it another step. Apple – famously and meticulously protective of every aspect of their brand – can’t even consistently market a major new services offering like Apple Arcade. Or is it Arcade?

“Apple Arcade” vs “Arcade”

The website doesn’t know either.

Again, everything about these new releases – from the too-soon Catalina public beta, to iOS 13.1 seeding to developers before 13.0 was released, to Catalina itself, to bricked HomePods, to watchOS 6 being delayed on older hardware – I could go on. It all feels rushed.

This isn’t an indictment of engineering. I just think Apple has too many plans rolling out at once via an outdated software development cycle that simply isn’t scaling anymore. Remember, Leopard was delayed for months because they couldn’t handle OS X and iPhone OS simultaneously. And the botched MobileMe rollout? Jobs outright said it was because they tried to do too much at once:

It was a mistake to launch MobileMe at the same time as iPhone 3G, iPhone 2.0 software and the App Store. We all had more than enough to do, and MobileMe could have been delayed without consequence.

Steve Jobs

And now how many OSes and hardware products do they have?