Apple is letting down customers over iPhone storage
A number of friends and family members have called me recently, upset that they have hit the buffers on their iPhone storage. My first reaction is to scream 'Don't buy the 16gb storage option!' before a cooler head prevails, recognising that this is all Apple's fault.
My nearest and dearest should never have been placed in this position. Firstly, the company should have long ago abandoned phones with limited storage space, when it became abundantly clear that high quality videos and pictures gobble it up at ever-increasing rates. Secondly, the supposed fix of backing up data to the cloud remains too expensive. A company with the riches of Apple appears petty when it offers a paltry 5gb of free cloud storage before monthly subscription plans kick in. At the very least, the free tier should match the device capacity of the user.
When Apple advertises the iPhone, it goes out of its way to tug at our heart strings, our human desires to bottle special memories with pictures and videos of our loved ones. The adverts are playful and nostalgic, as the example below demonstrates. Yet how does the Cupertino-based company square all this candy floss with the real experience of its users, of a childminder who wants to snap a picture of a child to send to doting parents, only to find that the moment is lost, a victim to a lack of space on their iPhone? Yes, this really happened, Tim Cook.
The Loop has some good advice for people who need to optimise their storage space on their iPhones, which everyone who recognises this problem ought to read. Meanwhile, Apple should follow what it has done in its ipad Pro line of tablets and increase the capacity of its entry-level iPhone to at least 32gb. For a company concerned by its brand and with creating a fantastic user experience, increasing the capacity of its flagship device must become its priority.