Apple vs. Microsoft—and Both vs. Users

PUBLISHED JANUARY 2026

Today’s disrupter is clearly AI and the other great disrupter of most of our careers has been the internet. I’d add mobile devices into the conversation as co-conspirators of disruption over the past few decades. Consider if you will that the smart phone has created a world of photographers and we all have become inordinately reliant on mobile devices. 

One may never realize the impact of mobile-phone utility and technology until it’s taken away. In my case and as of this writing, I’m on Day 8 of being unable to access names and phone numbers as well as thousands of e-mails and photographs—because I forgot my Apple ID password. I have to tell you: For as sophisticated as Apple may be, this just might be the most frustrating company in my universe.

My phone slipped into the seat cushion of our sofa recliner, and when searching the couch I found that it had slipped down between two steel plates. As I negotiated and navigated the recliner—the game Twister comes to mind—the phone dislodged but was crushed. Off to T-Mobile the next morning and a Midtown store that had not one qualified person on staff to assist. The Mission T-Mobile provided what I needed and after upgrading our plan and selecting a shiny new Apple 17 Pro, I started the worst tech experience I’ve ever had. 

Can’t remember your Apple ID password?, the man at T-Mobile said. Off to the Apple store on the Plaza. Upon my arrival I saw a team of the fastest-navigating mobile phone users on the planet. But not a one had credentials to help me reset my Apple ID password. At first, I was told I’d have to wait an hour until the matter could be addressed. After that hour came the notification that it would take several more hours. Then a 24-hour countdown began. This was followed by the final communications that it could take up to seven days, and one representative said it could take 30 days before I could reset my Apple ID password. 

A day and evening was spent attempting to access my records and photographs. This would not happen for eight days filled with countless hours on the phone trying to negotiate reason with Apple. “We’re doing it for your safety and to protect your privacy,” was the common script. 

Then Day 8 with multiple calls, on hold for 30 minutes at a time and being hung up on by two bots and a non-English speaking person, led me to another challenge. “I’d prefer to do this online and not on the mobile device.” What kind of computer do you have?” he says. A PC. “Microsoft?” Yes sir. We know that Apple won’t play with Microsoft and vice versa but this is one of the most ridiculous things I’ve ever heard of. Why would a company like Apple make loyal users wait for more than a week to reset a password? They call it Apple ID Recovery and every user reading this should ask two questions: Do I remember my password, and could I be without my contacts, phone numbers, photos and other resources for an extended, indefinite time?   

Advances in technology, a blizzard of apps to navigate and online everything have made our lives easier and information more accessible. The irony is that mobile phones didn’t exist when I began my career and I can vividly remember at the ATO house at Mizzou, “Sweeney—you have an LD (long-distance call) in the first-floor phone booth.” Times have most certainly changed but having endured the experience I have lately, there’s one primary observation. Service has been or is being replaced by policies, recordings and AI.

The Evolution of Publishing

I tell folks that I may have the best job in the bi-state region and I would say the extraordinary leaders and innovators I’ve had the pleasure to know and collaborate with is a gift few will ever enjoy as I have now for three decades operating Ingram’s. It is a pleasure to deliver each edition and each issue touches many lives in various ways. I have an education degree and I’ve always tried to utilize Ingram’s as a vehicle for knowledge generally inaccessible elsewhere. Among the most flattering comments I ever received was from Steve Forbes. He mentioned that regional bus-iness publications were primary sources for information at his own magazine. He mentioned that “I subscribe to all of the 85 or so Alliance of Area Business Publishers titles” and said he religiously reads only three of them: “Crain’s New York Business, because it’s home. Crain’s Chicago Business because it may be the best regional business publication in the nation, and I read Ingram’s.” He went on to say we may publish the best executive summaries in the country and some articles are required reading for his journalists. Naturally I was pleased with a compliment of a journalist and economist of his caliber. It did make me proud of our mission and especially of this great team. 

The Internet and its Effect on Media

The internet has revolutionized media and in the process it has created thousands of ways to spend money on marketing. What it can’t do, as regional media can, is humanize stories and develop strong alliances bus-inesses can when working together and earning respect from business leaders. 

If I had one wish  in business, it would be to serve as a marketing partner with the companies we feature and serve.  Advertsing in Ingram’s is a small spend—especially compared to the ROI companies can enjoy when being exposed to 66,000 influential executives. Consider, if you will to invite Ingram’s to join your strategic marketing team and put some of this talent to work for your organization. It would help us and I’m confident we can help develop a path to effective ROI. Thanks for your considertion and loyal readership.