Thanks to Merlin Mann for the exquisite narrative.

Apple was really big on the “Back to the Mac” in 2010 and while iCloud has brought so much unification to the mac workflow there is still plenty of room for improvement. iPhone syncing piggybacked off of iPod syncing through iTunes and we can certainly understand why Apple made that choice. However now that the iPhone platform has matured with iCloud integration this process certainly feels cumbersome and can quite confounding to a general audience. We can only hope that in the near future we’ll hear Jony Ive saying something like “We’ve rebuilt the Mac and iOS workflow from the ground up…”

tweets