I hate to keep telling people I’m a big fan of Apple, just before I criticize them. For one thing, it sounds so fake; for another, it’s just not as true as it used to be.

Yes, at one time, almost every media device I owned had the Apple brand on it, and I was a happy camper. iPhone, iPod, iPad, iTunes, MacBook; you name it and I had an Apple device that did it. However, over the past few years, I drifted away from the Apple fold and discovered other devices and other platforms.

Yes, I’m talking about Android.

Do I believe Android is better than iOS? No – and yet, the Android operating system had made great strides. Let’s be clear – Apple basically invented the successful Tablet and mobile computing platforms. However, with Google Play and Amazon, the Android user can find most of the content of the Apple iTunes store (many times at a slightly lower price!). You can’t find much in the way of older content – those classic or, perhaps, cult classic movies and TV shows, but new movies are released in Google Play at the same time as on iTunes.

So why am I now criticizing the very platform and ecosystem to which I was so happily devoted? I have three basic reasons;

• Failure to incorporate the Micro SD:
  • I have a 16GB Apple Mini Retina. It is a beautiful tablet, but after loading the ever-growing iOS and the default applications, I have 10.8GB left.
  • The average HD movie is approximately 4GB in size. For example, “The Avengers” weighs in at 5.93GB, “Big Hero 6” is 3.21GB, and “Les Miserables” wins the prize at 6.05GB.
  • I can load 2, perhaps 3 of these movies if I want to watch them away from the friendly confines of a wireless internet network (like when flying on an airplane). That leaves little space for music or other apps.

Without the ability to use a Micro SD expansion card, I’m stuck with loading a few movies, apps, and music files for my trips. Oh, I have a few other options; load the Standard Version (SD) movie format, which is far less in size, but then why buy a Retina display? I could use an expensive wireless hard drive, but the iPad won’t play iTunes purchases movies or music (Purchased MPEG-4 video and AAC music format – Apple proprietary) from such a drive – I’ve tried!  I could also buy an iPad with more memory – but that is another expensive option.

The iPad Mini 3 with 16GB of memory and a 2048×1536 resolution screen costs $399. The Samsung Galaxy Tab S 8.4” with the same 16GB of memory and a 2560×1600 resolution screen costs $349. It also has a Micro SD card slot that can handle up to a 64GB card. That’s 4 times the base memory, all available for content – no operating system files. Plus you can switch out the SD card – tailor a card with the content for specific moods or purposes and change them on the fly, accessible from the SD card slot on the side of the device.

Let me see – better resolution, the ability to add substantial memory (SD card prices have plummeted, a class 10 64GB SD card will now cost you less than $35), a growing ecosystem of movies, TV shows, and apps, and for less money! Hmmm, let me think about that one!

• iTunes just keeps getting worse – I don’t know who designs iTunes, but he or she really doesn’t like me! The new interface with iTunes 12 (and now with 12.1) is confusing, frustrating, and is confusingly frustrating!

I work with computers every day and have for the last 25 or so years – I’ve even designed software interfaces. The rule of thumb is to make it simple to use. iTunes used to be, but someone sneaked into the kitchen and added needless complexity to the cookie dough.

The result is not user friendly; in fact is looks like someone us just trying to tick me off! Finding a movie or a song is more difficult than before. Why? Don’t look at me. And the competition is gaining. While Google Play or the Amazon Music store is not iTune’s equal, they are getting better. The apps still trail in number and quality – the most glaring proof is no Amazon Instant Prime app for Android (yet), but watch out, Apple. That sound you hear is their footsteps gaining on you.

• Justifying the cost is getting more difficult: I know, I know, Apple is a premium brand and one must expect to pay more for a premium brand. However, have you looked at a Samsung Tablet, or the Amazon Fire HD? Others are producing high quality products that cost less and do more (re: my Micro SD rant).

With profits soaring through the roof and its bank account bursting at the seams, Apple is flying high right now. And while I fully support capitalism with all its warts and freckles, there is a limit to what people will continue to pay for a product not that much more advanced than the alternative. And while I am also not an Android acolyte, I enjoy seeing them succeed – competition is good for everyone.

Will Apple listen? The new larger-sized iPhone 6 proves that it can. With its superiority in hardware, operating system, and ecosystem fading, Apple needs to listen more.