• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

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Apple botch with watch OS 2 looks bad

As I have made blatantly aware for years, I’m a freak for Apple. Part of my freakiness is that I wait the release of a new system update as eagerly as a child waiting for presents on Christmas morning.

OS9, which came out while I was away on a family trip to Ireland, did not elude my iPhone and iPad. I managed to stay up and install the program, even though it came late in the evening, with a few pints of Guinness in my system.

Like I said, I am a bit of a freak when it comes to this stuff and I hold no shame in admitting it.

The OS 2 update may be damaging.
The OS 2 update may be damaging.

That said, I am dissatisfied with Apple’s latest presentation of software. While I have yet to buy an Apple Watch, the delay in releasing the coveted Watch OS 2 interface due to a found bug in the system quite simply looks bad.

“By failing to prepare, you are preparing to fail.”

Benjamin Franklin said that, and he is right.

Thoughts like: “Didn’t Apple already have enough time to find a bug in the watch OS 2 software?” and “Maybe the interface is just being rushed out to the masses” linger prominently in the back of my mind.

When you are at the top, you don’t have the room to fail and look less than great in public. Your brand will quickly take a shellacking. Ask Tiger Woods about that, Paula Deen or Mel Gibson. The pundits are always ready to cast a cold eye.

OS 2 Delay speaks loudly

And so, while the Watch OS 2 interface delay was nominal error, it does present a sense of ill-preparedness by Apple. And those precepts can quickly tarnish a brand’s reputation if mistakes like this continue. And while the release finally came yesterday to the public, that was several days too long.

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