Behind the Scenes of the “On Apple Failures" Writing Project

I’ve long wanted to write an article like this one. However, as Apple continued to add to its list of failures, poor Apple, I kept pushing back the deadline. This summer, however, the timing was right. Here’s what I did differently this time.

A few months ago, I started gathering a list of Apple’s failures in a Craft document. I wanted to cover the period from when Tim Cook took over as Apple’s leader, following Steve Jobs’ passing, up until now. For each failure, I wrote a summary that included a description, some context, and a list of potential collateral damage to Apple’s reputation and brand. Then, I turned to ChatGPT for help.

I set up a space to upload files, one for each failure, and began a separate “conversation” to explore areas I hadn’t already covered. This process took a few weeks. I’d revisit one of the failures every other day and continue the conversation until I was satisfied.

Next, I started creating a first draft based on all the conversations in this ChatGPT writing project. It took many prompts to refine the base content before exporting it as a Markdown file. Then, I set up a new conversation, uploaded the file, and asked ChatGPT to continue working on the article, this time in canvas mode. It took many more iterations and manual edits to finish around 85% of the writing process.

After that, I imported the text back into Craft and kept adding relevant facts and comments. As I went along, I started searching for photos that could illustrate each section. I used Kagi Search for all my image searches. For each photo, I wrote a brief caption that gave a unique perspective on the failure it was highlighting.

It’s also worth noting the role of Grammarly. As I finished writing in Craft, I used Grammarly to rephrase parts I didn’t quite like. I ended up keeping around half of Grammarly’s suggested rephrases.

In summary, generative AI was a significant contributor to my writing, either through the use of ChatGPT or with Grammarly’s constant supervision. I’m not sure how I should feel about this, nor how you should think about it, now that you know. Make no mistake, the original writing project idea is mine. The selection of Apple’s failures is mine. The starting point of research is mine. The selection of images is mine. Supervision of ChatGPT’s contribution is mine. But is the final product mine? Anyway, complete transparency, now you know.