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Location awareness is great, so long as you remember to keep it turned on
Location-based services are very useful, particularly if you need to 'geofence' around a certain area so when you leave work, or home, or anywhere else, you can be reminded to "get milk" or "pick up the kids from school." But when location services are disabled to conserve battery, they no longer work. This major flaw in design could mean millions of users are forgetting to pick up milk on their way home.
Maps need a major improvement
Everyone knows Apple Maps was a bust from its initial release. Even Apple. Which is why Tim Cook publicly apologized for the mishaps, the errors, and the occasional Australian getting lost in the outback. One major improvement could be adding subway lines and other transit features, which would be particularly useful for those living in inner cities and major metropolitan areas.
iMessage is unreliable at best
(Image, screenshot: ZDNet)
How many times has iMessage failed now? If you've run out of data or are in an area of poor coverage, iMessage will switch off and resort to good-old text messages. Even when it does revert back to the 30-year-old technology, there have been numerous occasions where Apple's service has simply ceased to function. iMessage works when it does, but when it doesn't, everyone seems to know about it.