This week’s Apple Breakfast column includes all the Apple news that you missed in a quick roundup. We call it Apple Breakfast because we think it goes great with a morning cup of coffee or tea, but it’s cool if you want to give it a read during lunch or dinner hours too.
Why wouldn’t Apple hold an October event?
Like the Chicago Daily TribuneThe modern tech writer is constantly at risk of being ridiculed for describing events as they happen. In 1948, it featured DEWEY DEFEATS TRUEMAN. The sympathetic reader is asked to not judge the following words too harshly, if Apple sends out invitations for an event next week in its usual infuriating fashion.
Despite the fact that invitations are not being sent out as of this writing, half of the month is gone. Running out of timeFor an October event. (Invites normally go out roughly a week before the event, which means at the very least we’re looking at something significantly later than the October 18 and October 13 events Apple has held in the past two years.) And if Apple doesn’t hold an event in October, that’s probably it for the year.
If 2022 ends with no further Apple events, we can’t say we weren’t warned. The widely-respected leaker-analyst Mark Gurman died last month. Do not be surprised if the tech world disappoints by predicting that Apple was “more likely to release its remaining 2022 products via press releases” simply because they weren’t exciting enough.
“None of these new products is a major departure for Apple,” he explained. “That has me thinking: Does Apple really have enough here to make it worth pulling together another highly polished launch event?”
There’s a certain logic to this rationale, and it’s possible that Tim Cook has decided against an October event for precisely these reasons. However, I wonder if a dull event would be worse than none at all.
The first point to make is that Apple’s events these days do not (necessarily) require the huge logistical operations of years past. The company has proven itself adept at virtual events since the pandemic. These are the ones you actually like.. Organizing a virtual event certainly isn’t effort-free—just look at the high production values of the videos, which require time and money to make—but you don’t need to fly journalists and partners across the globe, or mobilize enough catering to feed a small village. It’s a comparatively low-resource venture.
What do you get for your relatively small investment? Publicity. Eyeballs. Buzz. Anticipation. This is your chance to present your products on stage, with all of the tech world. Apple is the most successful marketing company in the world. However, it still needs a platform.
The new iPads and Macs may not be a significant step forward. But they’re still important, and Apple still needs to sell them. The best way to do that is by grabbing the customer’s attention and doing your best elevator pitch, not by hiding it in a press release. You must have it. SomethingThe new products are what is most interesting, so let’s focus on those. Please tell us about the development of macOS Ventura. Let us have a look at the next Mac Pro. It’s your meeting, Tim. Grab the microphone.
Because ultimately, what’s the worst that can happen if it’s less exciting than the iPhone launch? Perhaps more people will turn off the stream than usual before the end. It is possible, but it is highly unlikely. There are unkind memes on Twitter. This happens. Maybe there’s a moderate rather than a huge spike in purchases. All that will be erased by the holidays. The worst-case scenario is better than any alternative universe in which nothing happens.
I can think of only one consequence that’s worth worrying about, and that’s losing your audience in the long term. If you’re the boy who cries wolf, and the wolf turns out to be a minor iterative upgrade on the previous wolf, maybe the villagers won’t listen next time.
It’s possible to imagine a world in which this happens, but we’d have to be talking truly elite levels of tedium. Because Apple’s audience is remarkably durable, and between you and me, it’s had lots of boring events in the past. Last year’s iPhone launch wasn’t exactly a humdinger. The company held three events in the autumn of 2020. There was no sign that readers were losing interest. Google the phrase “boring Apple event” and you’ll see how many times the company has been perceived as dull in the past, without perceptibly losing its relevance.
This seems to me another case of all upside and no downside. I’ve argued in the past that Apple should host Significantly more eventsNot fewer. This autumn is an example of this. Apple, please announce an October event.
Trending: The top stories of the week
Apple’s Next big thingIt could be the Boost its smaller needs.
Licensing macOS is Always a bad idea–but now it looks It’s worse than ever.
Roman Loyola explains how a New iMac Pro could return Apple’s All-in-one Mac for greatness.
The week began with Germain airline Lufthansa AirTags are banned on the airline’s flights(and denying liability). It ended the week. Banning them(And denying responsibility).
iPhone users Windows 11Soon Mac-like functionality will be available iCloud Photos integration.
Rumor mill
Do you roar or whisper? The way Apple’s October products arriveIt will reveal a lot about They are so important.
The beta 11 version is available now Launch of macOS Ventura It could be possible. Here’s how to Get your Mac readyThe new OS.
Podcast of Week
But is the Lightning era of iPhones over? We’re talking about USB-C and Apple’s future with the connector in this episode of the Macworld Podcast.
Every episode of Macworld Podcast can be viewed on Spotify, SoundcloudThe Podcasts appOr Our site.
Software updates, bugs & problems
Facebook has warned iPhone users not to use the app delete 50 ‘malicious’ appsThis could be. stolen password data.
If you’re Ride a rollercoasterIt is possible to switch off Crash Detection.
And with that, we’re done for this week. If you’d like to get regular roundups, sign up for Subscribe to our newsletter. You can also subscribe to us Follow us on Twitter for breaking news stories. We hope to see you Saturday. Enjoy the rest of your weekend and stay Appley.
