Most of our customers are relatively sophisticated with technology. They either own tech start-ups or are in a role where they are involved in the software, website, IT, digital marketing or some other type of technology within their company. Not surprisingly many of them carry powerful mobile computing devices and are far ahead of the general population in their adoption and use of these tools. In fact, if you are reading this, you probably count among these progressive few.

Sorry to burst your bubble and scuttle your budgets of time and money. It’s true. I’ve seen it dozens of times: clients come to us saying something has to has to has to be shipped in 12 weeks. We tell them there is no way that can happen, no matter how much they pay us. They disagree and pay us what is required. They are subsequently unable - between their internal approvals, back-end engineering, design integration, product testing, deployment and many other factors- to get their product shipped anywhere near the deadline.

Beyond the Sisyphean nature of the frustration felt by everyone involved, our relationship with the customer is ostensibly strained in these situations. On one hand, we’ve worked hard and quickly and done everything we could in the contracted time frame; on the other, the design remains incomplete albeit for reasons beyond our control. Most customers are reasonable and accept that the delta is caused by their internal issues. Sometimes we try to give a little extra to help them get over the hump. Every rare occasion an unscrupulous client tries to take advantage of the situation and compel us to work for free because of their issues. Either way, nobody is happy. Our goal is always to lead or help our customers in shipping incredible software, and making a reasonable profit in the process. If we wanted to afford yachts and vacation houses, believe me we would not be in the services business to begin with!

It is generally accepted among the design intelligentsia that Apple is designing better software and hardware than pretty much everybody else in the core areas they choose to play. Yet there is one area where they have notably failed - if only by non-participation - yet stands as one of the most vital hardware solutions in the present and future: docking.