So why is it that iTunes always makes me go through extra clicks when I’m browsing the iTunes store?
If I’m in the movies section and I click on My Wish List it takes me to the the first tab of my wish list which happens to be music. Obviously, that’s not where I wanted to go. And not just because that section for me empty. Duh. Why not take me to the movie part of my wish list since I was coming from the movies section in the first place. Bonus logic, that’s the only part that I’ve actually populated. It’s not a lack of machine learning or artificial intelligence, there’s actually no form of intelligence here in the first place.
Next, I’m in the movies section and searching for a movie. So I hit cmd-f, type a few letters and hit return. Boom. I’m shown search results for my search query, but in all kinds of areas incl. Audiobooks (of which I have none and have never purchased anything) and Music Videos (!). How about, instead of dumping me into some random catch-all collection, I get shown the movie search results since that is where I was actually searching from. Again, what Apple needs here is not some fancy algorithms or AI, they just need to apply common sense and plain old-fashioned deterministic programming. How hard can that be with $250B in the bank, seriously?