As you read this, Apple may have launched the 4th generation iPhone SE … or not. Who can say? Unlike a launch of autumn iPhone, which takes place during a special multimedia event and is therefore reported a week in advance by an invitation filled with indices, we are told that the new one will follow the path less Glamor of a press release sent by e-mail. Press releases fall into our reception boxes without notice, often in the window between writing an article and publish it on the website. A very timed email can send technological journalists rushing to the nearest content management system like Panicking Meerkats.
They can give Apple the element of surprise (and save money on video production and actor coaches), but press releases lack some something with regard to excitement. I recently complained about the injustice of a product as important as the new is called a coupon offer to your local burrito point. Events mean media threshing, and if something deserves a little about media threshing, it is this strategically vital entry into the Cupertino ecosystem.
Media threshing, however, can be a merchandise that we will have to learn to live. It may be time to recognize that Big Apple's events are in time borrowed and that the days of technological products announcements as a unmissable appointment television can be completed.
In 2024, of course, we obtained a generous list of events. But what is strange is that none of them seemed necessary. The Let Lood event last May was for a long time on blunders and short of substantive revelations, and I have not seen anything to have my prediction pre-development of a meeting that could have been an email revised . WWDC was all software, and the iPhone event was heavy on Apple Intelligence. And the only event that counted did not occur. Instead of a Mac event at the end of fall to announce the M4 Mac Mac M4 M4, Apple chose to contain a week of quieter ads over three consecutive days in October.
In doing so, the company caught the attention of technological media for several news cycles to a fraction of the cost of an event, and because it deployed whisper rather than megaphone, fans were less inclined to be Disappointed by the new kit. It should also be kept in mind that, as major events become rarer, the quantity of attention and interest that each can harvest becomes greater. The boy who cries the wolf too often can see that customers stop taking the trouble to connect to his live wolf flows.
The warning panels for the Big Apple event appeared, as with the decline of so many beloved cultural institutions, when normal life has closed for the pandemic. The WWDC 2020 was the first in a series of virtual Apple events only, with risky but exhilarating demos replaced by safe and dull pre-recorded videos: glorified advertisements, really. When the restrictions have raised the company naturally decided to maintain many aspects of visual events, the mixture of preserved presentations with some practical elements. The advantages of the virtual were simply too attractive to leave behind.
The problem is that with the live stage sections deleted, events are starting to lose their objective and their sense of origin. A pre -recorded video will be clearer and faster than a live performance, but it will not communicate the same excitement to the public – there will be no sense to be present at a historic moment when everything could happen. And once you have come to this point, it is picturesque to sit through 80 minutes of joy sketch and robotic marketing spiel in order to get to the announcements. Why not save everyone from everyone and send an email? Why not just publish the ad on the website?
Once you have added the relatively dull nature of many recent updates of Apple products, and the obvious lack of interest of Tim Cook to be the same type of showman as his predecessor, there is only one Only conclusion: there will be fewer Apple events in the future, and those we obtain simply will not be as exciting as they were in the past. There will be fewer errors (at least of the type “Whoops, this functionality did not work”) and fewer moments of authentic wonder. Imagine if Steve Jobs had not revealed the iPhone in front of an audience live.
But perhaps, given how artificial has become artificial, everything is for better. It is supposed to concern the products, not the event. The steak, not the sizzle. And the new iPhone will live and die by its qualities, not its press release.
