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Apple leaker extraordinaire, Mark Gurman (like everyone else, I’m running out of titles for him), has recently suggested that we won’t be receiving a virtual invite to an October event this year.
Tim hasn’t got enough products to make it worth anyone’s while, he tells us.
Then, he goes on to list what might arrive via press releases, instead:
- M2 and M2 Pro-powered Mac mini;
- new 14- and 16-inch MacBook Pros with M2 Pro and M2 Max chips;
- the long-awaited new Mac Pro;
- new 11- and 12.9-inch iPad Pros with M2 chips; and
- a refreshed Apple TV with an A14 chip and more RAM.
That sounds like quite a lot of products, to me.
It’s also a pretty thought-provoking list. The souped-up Mac mini is something many, many people have been clamouring for and may also herald a new design for Apple’s brilliant little affordable desktop. The supercar-like Mac Pro will be something to drool over, admire, and pontificate endlessly about who actually needs all of that power.
A refreshed Apple TV? Why not? If they do something more than beefing up the internals, it’s another great talking point. And as for new MacBooks and iPads, well. Erm. Ah. Ok.
I get your point, Tim.
However, I think the real reason Apple probably won’t hold an event next month is actually pretty simple.
From tech events to Hollywood production
Apple has worked itself into a corner with its new approach to product unveilings. When COVID effectively shut the world down, the Cupertino giant moved its entire event strategy to the online realm, just like everyone else.
But they didn’t do it by halves. Oh no. We’ve been treated to what are, essentially, feature films laced with Hollywood-grade (ish) special effects, transitions, and audio production.
Even with resources and pockets as deep as Apple’s, can you imagine how long these events take to plan, produce, edit, and distribute? It’s mind-boggling.
It feels like a long-term strategy, too. While the last couple of events have seen the press, YouTubers, and Apple’s best mates flock to Apple Park, those who were invited still had to watch the product unveilings on a screen like the rest of us. That part of Apple’s PR strategy now appears to be firmly rooted in a tightly-controlled production environment.
So, even though I think there absolutely are enough products to justify an event, I’m not surprised there won’t be one.
They just can’t be arsed, can they? I don’t blame them.
A creator’s view
The lack of an October event doesn’t bother me. I enjoy watching them, but since I started this business, it isn’t really a grab-a-beer-sit-back-and-watch affair. It’s hectic, notes-filled, and ends with me wondering where on earth to start with the mountain of information that’s just been injected into my brain.
If we’re getting press releases next month, that’s a little easier to contend with – unless Apple drops them all in one huge lump onto its website. Which it might.
I also think the days of dissecting Apple events are nearing an end. The last few have been so slick, so fast-paced, so confidently presented, and so brilliantly choreographed, that there’s nothing left to admire other than the devices themselves (which is, ironically, the point). We are, effectively, watching a theatrical version of the equally brilliant product landing pages Apple adds to its website for each release.
This poses an interesting question: would it matter if Apple abandoned its events entirely? They are so far removed from the Steve Jobs reveals of old. “One more thing” has been consigned to the history books, and the inimitable presentation style of the late Apple co-founder has been replaced with fast-paced, highly produced, meeting’d-to-death pizzazz.
In other words, the magic has gone. I, for one, wouldn’t be that upset if we’re heading towards a future of press releases and product reveal videos like the absolutely stunning Apple Watch Ultra film.
Do we really need Craig striding across an impossibly-clean room telling us how the next version of macOS is going to change our lives?
What I want to see from Apple in October
Apple has already released its product of the year. In my humble opinion, that award goes to the Apple Watch Ultra which is the most interesting, thought-provoking, and unjustifiably aspirational product Apple has dropped in at least the last five years.
That gives any product we’re likely to see next month quite a task. The aforementioned list from Gurman is interesting, and in the case of the Mac mini, extremely satisfying – but those products aren’t exciting.
The Mac Pro is the obvious exception. Just like the Apple Watch Ultra, very few people on planet earth actually need it, but we all want to see what it’s capable of and dream up ways we could fabricate a need for one.
New iPad Pros? Well, my 2018 12.9-inch iPad Pro is technically due an upgrade, but only based on the length of time I’ve owned it. I still need a reason to actually spend money on a new one. What Apple does in that regard, will get my attention, at least – for good or bad.
The M2 MacBook Pros are the least interesting thing on that list. The current M1 Pro and M1 Max units are ridiculously powerful – far too powerful for most people, in fact. With that in mind, this will be nothing more than an iterative speed bump, which is fine… but boring.
For me, the most important thing is that Apple completes its full transition to its own silicon for the entire Mac lineup, as promised two years ago. The Mac Pro is, I assume, intended to be the crowning glory for that project and I’d imagine it’s the only product waiting in the wings that nearly tempted an event next month.
Regardless – I’ll be sitting here eagerly awaiting those press releases, Tim. Bring ‘em on!
