FaceTime Has a Branding Problem

It’s not serious enough for work.

Apple’s FaceTime is actually fantastic for one-on-one virtual meetings- it is very easy to use, secured, and reliable. Yet every time when I suggested FaceTime, the other side would always say, “Oh I have never used it for REAL meetings.” It really didn’t matter if we actually needed the bells and whistles of the “professional” meeting applications. If FaceTime is used, I am allowing the image of me in a Shark emoji creeps into the mind of the other person; When I associate myself with FaceTime, I am an amateur.

Many said Apple missed the boat, that it didn’t have its ‘Zoom’ moment during COVID-19. Did Apple care? Who knows. But one thing I do know is if I need to try to understand and explain this seemingly significant misstep, I would look at artifects from Apple’s history:

I’m as proud of what we don’t do as I am of what we do.”

Steve Jobs

“You cannot trade off between soon and great. If soon isn’t great, you wait.”

Tim Cook

“If everyone is busy making everything, how can anyone perfect anything?”

Apple 2013