> For one, Apple was unwilling to have visible barcodes printed on the envelopes — but it wanted every step of the shipping and delivery of your card tracked. That wasn’t something the US Postal Service did. Apple and the printing company created an invisible barcode that was sprayed on the envelope, visible only under certain UV light, so that the envelope itself would remain unadulterated. And the USPS agreed to scan cards when sent, when processed at mail facilities, up to and including when they went out on a mail truck for delivery.

This is classic Steve Jobs. Sheer force of will.

As the co-founder of Sincerely (at this time in 2011), I remember this keynote very specifically because it felt like we'd been Sherlocked. We were busy building out Postagram and Sincerely Ink, both from-iPhone-to-printed-card apps. afaik we were the first app to do this, and we were at that time gaining a lot of momentum. I remember seeing the announcement for Cards and feeling a mix of fear and anger that it felt like Apple was using their clout to take our idea.

I seem to recall my co-founder being somewhat more optimistic about the whole thing. And sure enough, we found that the announcement really only seemed to boost awareness.

Apple Cards was an extremely limited and flawed product, and we already had some distinct technical and feature set advantages. It was clear Apple didn't have their heart in it nor know what they were doing. When they retired it shortly thereafter it wasn't a shock, and I ironically recall feeling somewhat sad.

The part of "founder-led" companies nobody talks about. For every groundbreaking tech project, there's 100 other people sleeping in conference rooms working on some rich guy's latest brain-fart that everyone knows will never work.

I worked on a similar project for a non-profit at a previous job. No letterpress though, which I'm kind of bummed about.

The software in this space is execrable (I wrote a TeX tool to do it based on a CSV and it would've been okay if they'd allowed it to run on the server as each order came in, but they insisted instead on ganging things up which added complexity and made the files large enough that csvtool in TeX had a hard time working through them), and dealing with the USPS can be quite thorny, but as noted, customer relations is a potential minefield and managing customer expectations could get really expensive (once we had to pay $800 to have a single card delivered same-day because it was that or lose the contract).

I also argued that we should integrate the preview, generating a pixel image of the actual addresses from the typesetting system so as to push the responsibility for address verification onto the customer, but even though we were doing that for custom order books in a separate project by a different department it was shot down as an unnecessary complexity.

Wow, I can see this type of service becoming a big hit these days. Similar to LP and analog photography comeback.

Pretty sure that, even though the source name is changed, the article has enough detail to identify them.

> Apple worked with the US Postal Service and the Czech Post

Like many Apple products, it was a really neat service, but was a PITA to deal with internationally.

This and the photo prints service were the two that really made me ignore the pompous advertisements during the Keynotes. The photo books were also gorgeous, just extremely late, pricey, and dealing with UPS was utterly to exotic for the receiver. I ordered twice and gave up.

Learned to wait for what Apple would actually do outside of their bubble.

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