• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back

2

When SpaceX starts trading, some 'shareholders' will discover they own nothing at all

3

Current price of oil as of June 12, 2026

1

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back

2

When SpaceX starts trading, some 'shareholders' will discover they own nothing at all

3

Current price of oil as of June 12, 2026
TechApple

Dear Apple: I may rob your store

By
Dan Primack
Dan Primack
Down Arrow Button Icon
By
Dan Primack
Dan Primack
Down Arrow Button Icon
September 18, 2015, 2:05 PM ET
An Apple Computer Inc. logo hangs in the center of a clear g
An Apple Computer Inc. logo hangs in the center of a clear glass cube marking the entrance to the new Apple Store in New York, Thursday, May 18, 2006.Photograph by Bloomberg via Getty Images

Dear Apple,

I am a professional journalist who has been enjoying your products since the second grade, when I used an Apple IIe to write my first-ever school paper. I’m fairly sure my parents paid for that computer, just like I’ve paid for subsequent Apple (AAPL) laptops, phones and tablets.

But now I’m seriously thinking of robbing your store at the local mall.

To be clear, you don’t need to put your “geniuses” on the lookout for someone trying to pocket an iPad mini. My plan is to walk in, find a device that I want, inform a store employee that I’m taking it and then leave. Perhaps then head over to that sushi place across the corridor. If you want to spend the money on literal bells and whistles, that’s up to you.

But I assume you won’t really mind. After all, you recently released a new operating system that allows for all sorts of ad-blocking extensions. In other words, you decided that consumers have the right to not pay for much of my content here at Fortune.

Perhaps you included such flexibility because some consumers believe the costs of our advertising — namely, indirect costs like cookies and other tracking software — is too high. Kind of like some consumers might feel $350 is too much to spend for an entry-level watch, or $19.99 for a USB cable.

Perhaps you are simply trying to help consumers who believe online ads take away from the user experience, by increasing load times and cluttering up the screen. In other words, this is your way of telling us to optimize our product. Kind of like how I wish my iPad didn’t always run out of battery life while my daughter is using it on a two-hour car ride. Really Apple, if you only would improve this part of the user experience, then I wouldn’t need to steal from you. I’m the victim here.

Then again, there is a third possibility: You are locked in a battle for digital supremacy with Google (GOOG), and don’t give a whit about who gets hurt in the process. Well, I’m taking my family on vacation next month and some extra spending cash would really go a long way. And one of those Withings home video cameras would make me feel more comfortable that the lady we pay to feed our cats is actually showing up. So if craven self-interest is okay by you, it’s okay by me.

Again, I’m not trying to threaten you. I’m a devoted user of your products, just like so many of your customers are devoted users of online content. Instead, consider my pending pilfer to be the sincerest form of flattery.

Thanks in advance for understanding, and best wishes for your future prosperity.

Sincerely,
Dan Primack, employed writer (for now)

 

(h/t to @danielseaman for a tweet that inspired this post. For another view of the ad-blocking controversy, please check out my colleague Mathew Ingram’s much more sympathetic post)

About the Author
By Dan Primack
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

Courtney Robinson, head of policy and communications, at Akoya speaks on a panel at Fortune Brainstorm Tech 2026.
RetailBrainstorm Tech
AI shopping agents are coming. No one is ready for them
By Jeremy KahnJune 12, 2026
2 hours ago
AI can be a ‘secret sauce’ or a way of ‘democratizing mediocrity’—Here’s how business leaders are getting the best of the technology
C-SuiteBrainstorm Tech
AI can be a ‘secret sauce’ or a way of ‘democratizing mediocrity’—Here’s how business leaders are getting the best of the technology
By Amanda GerutJune 12, 2026
2 hours ago
Elon Musk stands behind the Nasdaq opening bell and in front of a "SpaceX" background.
Startups & VentureSpaceX
Founders Fund, Andreessen Horowitz, Valor, and the biggest VC winners from SpaceX’s IPO
By Allie GarfinkleJune 12, 2026
5 hours ago
Sven Gerjets, chief technology officer at Gap, speaks on stage on a panel at Fortune Brainstorm Tech 2026.
Future of WorkBrainstorm Tech
Why companies are treating AI as a strategic partner rather than a passive technology, and how to avoid an ‘AI hangover’
By Sebastian HerreraJune 12, 2026
6 hours ago
Elon Musk stands behind the Nasdaq opening bell and in front of a "SpaceX" background.
Future of WorkElon Musk
Despite his new trillionaire status, Elon Musk says money ‘will stop being relevant’ in the future because of AI
By Sasha RogelbergJune 12, 2026
7 hours ago
AI was supposed to cut health care costs. One of its first jobs was charging you more, PwC report shows
AIHealth Care Service
AI was supposed to cut health care costs. One of its first jobs was charging you more, PwC report shows
By Whizy Kim and Tech BrewJune 12, 2026
7 hours ago

Most Popular

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
Environment
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
By Catherina GioinoJune 9, 2026
4 days ago
When SpaceX starts trading, some 'shareholders' will discover they own nothing at all
Investing
When SpaceX starts trading, some 'shareholders' will discover they own nothing at all
By Jim EdwardsJune 12, 2026
15 hours ago
Current price of oil as of June 12, 2026
Personal Finance
Current price of oil as of June 12, 2026
By Joseph HostetlerJune 12, 2026
13 hours ago
Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
Energy
Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
By Sasha RogelbergJune 10, 2026
2 days ago
American taxpayers have spent $33 billion on sports stadiums. They got fewer seats—and higher prices
Success
American taxpayers have spent $33 billion on sports stadiums. They got fewer seats—and higher prices
By Catherina GioinoJune 11, 2026
1 day ago
Current price of oil as of June 11, 2026
Personal Finance
Current price of oil as of June 11, 2026
By Joseph HostetlerJune 11, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.