Apple Won’t Save Your Memories

Apple Won’t Save Your Memories

As you know, I’m deeply concerned about preserving and protecting family memories. So I was shocked when I learned this week about Apple’s callous reaction to Deric White, a 68 year-old British man who lost all the precious memories stored on his iPhone when an Apple Store employee wiped it clean.

The memories that were destroyed included White’s honeymoon photos, videos, and 15 years of contacts. And yet, Apple’s response to the situation was that White “has not demonstrated how he suffered any loss." Are you kidding me?

White told the Evening Standard that “My wife was reduced to tears when they wiped the phone.”  He also told The Sun that “My life was saved on that phone.”

So White decided to sue Apple, and this week the Court ruled in his favor. The unfortunate thing that Mr. White figured out is that Apple is a great technology company, not a good memory keeping company.

Look, I’ll be the first to say that Apple is a great technology company. They make great devices, and I use them in my home and at my company. But it’s also very clear that Apple is NOT a memory keeping company. Just look at their Terms of Service for iCloud (their cloud storage service).

“Apple does not guarantee or warrant that any content you may store or access through the Service will not be subject to inadvertent damage, corruption, or loss.”

Furthermore, any memories you have stored with iCloud will be deleted once you pass away.

“Upon receipt of a copy of a death certificate your Account may be terminated and all content within your Account deleted.”

With their Terms of Service, Apple is clearly stating that they have no interest in permanence and no interest in memory keeping. While some may  scold White for neglecting to use iCloud to back up his precious photos, videos, and contacts, even if he had, the fact is his memories still would not have been safe.

Now, compare FOREVER with Apple. In our Terms of Service, we clearly guarantee that your memories will be protected for generations.

FOREVER guarantees that Content will be preserved and accessible… in your FOREVER Guaranteed Permanent Account for the lifetime of the Guaranteed owner and 100 years thereafter (‘Guarantee Period’).

We offer the FOREVER Guarantee because we are the leading memory keeping company and we care about protecting life stories.  At our core, that’s who we are.

 

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