it also made the kind of compromises I'm talking about here. And then there's your advertising. You were the company which came up with the best advert in history. These days your ads are not merely awful and patronising -- they are palpably worse than the competition. Finally, there's that legal letter you sent to Samsung when you failed, churlishly, to get their tablets banned. I challenge anyone to read that and not conclude you're bitter, chippy and, frankly, a little unpleasant. In short, you are so not cool. 4. You're screwing us You might be surprised to learn that the final straw for me wasn't the maps debacle. It wasn't iOS 6. It wasn't even the fact that you're not cool anymore. I'm not cool anymore so I probably shouldn't really expect better from you. No: the final straw was when you decided to replace the dock on the bottom of all your iPhones and iPads with the new "lightening dock". I've heard your explanations: that it'll allow your devices to be thinner, that it's a faster connector and all that. I don't buy it. The main reason you did this is the main reason you seem to be bringing your products out in ever shorter product cycles: planned obsolescence. You're aware that the more frequently something is out-of-date, the more often we'll have to buy more Apple stuff. Now, I was willing to put up with that when it felt as if there was genuinely progress between iterations,