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Apple has confirmed that its next event will take place on 12th September and, as always, will be beamed live from Apple Park.
A select few journalists, content creators, and industry commentators have received their in-person invites, and I have one very important question. And, no it isn’t why I didn’t receive one myself. I’m not at all bitter, twisted, or relentlessly upset about that. At all. Stop suggesting I am. I’m ok, ok? Sorry? No, no I don’t have a problem with it. Stop it. Leave me alone.
My question relates to the invite itself. This might be one of Apple’s most curious event invites so far and while I’m fully aware that these beautifully constructed re-imaginings of the classic Apple logo are often nothing more than the marketing team having a bit of fun with us all, I just can’t help myself.
I have to comment on it. Every. Single. Year.
We know what’s coming
There’s another reason I’m focusing on that invite today and not the new products to which it pertains. We know what’s coming on 12th September and I’ve already given you my thoughts on it.
Apple will unveil a brand-new iPhone 15 line-up. The top tier version might swap the ‘Pro Max’ moniker for ‘Ultra’. There’ll be thinner bezels, a better camera system with improved optical zoom, Lightning will finally die a death, and Monkey Island will probably make its way across the range.
We may also be treated to a new Apple Watch lineup. It won’t be a big update to Apple’s wearable (that’ll likely come next year) but we’ll hopefully see some meaningful improvements to quality of life stuff like battery life. Oh, and new watch bands, obvs.
An outside bet goes to an updated Apple TV and maybe another mention of Vision Pro – but those are outsiders. This is an iPhone and Apple Watch event and we therefore know exactly what to expect.
Wander or wonder?
Apple’s invite graphic for this year’s September event doesn’t tell us it’s about the iPhone. It never does. Instead, they’ve done what they always do, which is take the Apple logo and do something really cool with it.
There are just two issues this time around.
Firstly, let’s talk about the bottom of the Apple logo. Literally.
You know what I’m saying.
It does, doesn’t it? That’s what it looks like. Frighteningly, so, in fact. The more you look at it and think about what we’re all thinking right now, the more it turns into exactly that.
Secondly, Apple has chosen the word ‘Wonderlust’ to accompany the windswept sandy Apple logo. Which doesn’t appear to be a word. Google’s autocomplete doesn’t recognise it, which suggests that no one has ever searched for it on the internet. Even macOS relentlessly autocorrects it to ‘wanderlust’.
If you force Google to give you an answer to the question, “what does wonderlust mean?”, it refuses to. “Did you mean, ‘what does wanderlust mean’?” it prompts, with a single raised eyebrow.
If you’re wandering (boom, tish, I’m here all week), ‘wanderlust’ is the urge to break free from your everyday life and experience something new. That kinda sounds apt for an iPhone event, doesn’t it?
So, why didn’t Apple use the correct spelling?
After a fair bit of searching, I did actually manage to find a definition for ‘wonderlust’ – on Urban Dictionary, obviously. Apparently, it isn’t a variation of ‘wanderlust’ – it’s actually used to describe “the stage in a relationship or phase of love when you are not sure if you are lusting after or actually in love with someone”.
That doesn’t sound quite as iPhoney, does it?
Although, admittedly, I’ve never heard anyone use this word in that context during my 42 years on this planet.
I’m sure Apple knows what it’s doing and, let’s be honest – it doesn’t really matter, does it?
My event plan
For the first time ever, I’ll be live-streaming my reaction to Apple’s September event, shortly after the event itself. I’ll give you my full thoughts on whatever it is we get to see that day and will be taking questions!
If you fancy getting in early, you can set up a reminder about the live stream here. Hope to see you there!
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