FaceTime Has a Branding Problem

It’s not serious enough for work.

source: https://www.techrepublic.com/article/how-apple-group-facetime-could-replace-google-hangouts-chat-and-skype-for-business/

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 am leaving Medium. Future posts will be on wootwoot.hk