I can’t take Apple seriously with movie sales or rentals. I’m having a hard time imagining I’ll take Apple TV+ seriously either. All of Apple’s web material for movies stinks. You’re supposed to go into iTunes to rent it, not look at it on the website. But iTunes is absolutely terrible for browsing. It’s terrible for browsing your content, it’s terrible for browsing their content. If people are out there sitting and spending a couple hours in iTunes looking around, window-shopping, whatever… they’re really, really, really quiet about it. There aren’t “Why You’re Wrong About iTunes” posts out there. At least, not popular ones.
So now Apple’s making Baby Bells out of iTunes but is their approach to their web-based catalog going to change? No. Because no one’s out there attacking the web-based catalog. People—not tech-savvy people but people know they can stream to a device finally—don’t search iTunes or Movies. They Google. And when you Google, you get the web catalog and the web catalog is bad.
Apple does a lot to keep up with the Joneses of Amazon, Google, Microsoft, and, what, Wal-Mart (Vudu)? But they’re decidedly not invested in their position as a digital Best Buy. At least with the music it seemed like Apple cared. Less now, of course. The walled garden approach to music doesn’t work. You see social media links to Apple Music about as often as you see… well, not often.
Apple really needs to do better with the web catalogs. Even if they don’t care about competing in that space, they could at least pretend for their customers’ sake. Why does Apple mean snobbery and quality everywhere but on their website.