Apple iPhone SE event showed that…(yawn)…the future is…zzzzzzzzz – VentureBeat

You understand you’re at an Apple event when the audience applauds raucously after the person on stage announces…woven nylon watch bands.

Indeed, such is our tech culture’s current obsession along with all of points Apple that this announcement even prompts a long-winded write-up from Wired examining the military history that lies behind WOVEN NYLON WATCH BANDS. And you understand that many, many, numerous people wrote many, many, many stories concerning the WOVEN NYLON WATCH BAND news. (Yes, including us, though our piece focused on the fee cut.)

I mean, people, it’s a watch band. And it’s definitely not even the initial WOVEN NYLON WATCH BAND.

This highlights the awkward place where Apple and its legions of followers and journalists now locate themselves. Apple has actually done such a masterful task over the years of making each event feel enjoy it’s the Second Coming that expectations each time an invitation goes out are stratospherically high.

It is then, perennially, a challenge for Apple to deliver versus those expectations. Amazingly, it has actually done so very consistently for concerning a decade. However it’s pretty most likely that streak is ending, if it hasn’t already along with yesterday’s event.

John Gruber, the Apple observer that writes at the Daring Fireball blog, argues that the company did its best to control expectations about the event by holding it at the smallish town hall on its campus.

“I detect an undercurrent of ‘That’s it?’ in the collective response to today’s event, However I’m not sure exactly what Apple could have actually done differently,” he wrote. “A brand-new iPhone and a brand-new iPad requirement a appropriate on-stage unveiling. That the event was held in Town Hall and not a larger venue was a signal that Apple wasn’t going to unveil anything spectacular. It’s not reasonable to expect the spectacular from every single event.”

True. Though I’m not sure that any type of product demands a “proper on-stage unveiling” unless you’re announcing that you’ve cured cancer. Only in the Apple Universe does this logic apply. However it is a method of thinking that has actually been encouraged by Apple itself, as it tries to turn each event in to something grander compared to it truly is (and mostly succeeds). It’s hard to believe that, in this case, a press release or two wouldn’t have actually been enough.

But I already know the temptation. Obtaining an hour of undivided focus from the media and from followers about the globe that tune in via the live stream has actually almost unequalled marketing value. Why pass on that, even if the brand-new products are only incrementally different?

Still, as the announcements unfolded yesterday, it was hard to mask the truth that the brand-new stuff was very modest. The event seemed a lot more branding-oriented compared to product-oriented. Apple got to talk concerning its stance versus the FBI, its environmental work, and the progression along with the research applications of its Research Kit.

Many various other portions felt enjoy executives were straining, attempting also hard. enjoy Phil Schiller’s pitch to Grab iPad users to upgrade-upgrade-upgrade and his shock that 600 million people still usage PCs a lot more compared to 5 years old. LOL. If your sales pitch is, “Gee, people are dumb!” after that perhaps its time to rethink your sales pitch. (As an aside: One could simply as easily check out that stat and think: “Wow, Windows PCs sure are durable.”)

But the “new” iPhone SE is simply an update to the iPhone 5s. And the brand-new iPad Pro is simply an iPad of a various size. Solid, no doubt. Much better compared to simply concerning anything else out there. Probably. Yet, these are tweaks quite compared to breakthroughs.

Of course, journalists love to ask, along with the exact same regularity and in a somewhat demanding tone, “can easily Apple excite us again?” section of that is the simple, human desire to be wowed. And no company has actually done a lot more over the past decade to wow us compared to Apple. However section of it is additionally a easy reality: Nothing consistently drives Internet traffic enjoy an Apple event.

So, there is a symbiotic partnership about these moments. There is an ecosystem of sorts between Apple, fans, and journalists that has actually come to rely on this announcements.

This low-adrenaline reveal additionally has actually the misfortune to follow a year in which Apple truly did release a wide range of brand-new products: Apple Watch, revamped Apple TV, brand-new Apple Music streaming service, iPad Pro. However even in the ever-busy Apple rumor mill that entails talk of driverless cars or speculation concerning whether Apple may be thinking about virtual reality, there most likely is nothing on the near-term horizon that promises to plunge the company in to a brand-new category of technology.

Toward the end of Apple’s hour-long informercial yesterday, Cook noted that this would certainly most likely be the last such event held at the town hall on the company’s current campus. By 2017, Cook said the company hopes to be holding such events on its brand-new spaceship campus a couple of miles away.

The rendering he showed promises a spectacular, glass-enveloped structure that will certainly no doubt dazzle all of first-time visitors that are fortunate enough to be invited to attend. The question in the coming years is whether anything that will certainly be presented on the stage inside can easily produce the exact same thrills as the building.

Apple designs and markets consumer electronics, computer software, and personal computers. The company’s best-known hardware products contain the Macintosh line of computers, the iPod, the iPhone, and the iPad. Apple software includes:… read a lot more »

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