What do you think of the iPhone 11 keynote? The word on social media appears to be "almost", largely because the iPhone 11 appears to be going through this Gillette's blade season:
"What are we going to do this year?"
"Put another camera in there!"
But while the iPhone is clearly going through a hectic season of increasing demand, there are still many interesting things to expect from Tim Cook and talk company.
We saw the future of the iPad, worked out what the Apple Watch really was and discovered that no one in the organization or theater would appear to have a dirty mind: when we were told that the new iPad "was a well -handed experience typing "no laughs.
No one! And that wasn't bad enough, nobody booed when Apple tried to persuade us that the portmanteau" slofie "- short for the slo-mo selfie ̵1; was a something that must exist. Let's say it has never happened and never talk about it again.
Here are six important things you may not have heard from the Apple keynote.
1. The iPad is a PC. Oh yes this is
"We're still not excited about the future of the iPad," said Tim Cook, who released the latest version of what we think is Apple's best-selling product: the entry-level iPad. It's less than half the price of an iPhone but it's certainly not half the device.
How do you compare your products to what many say about where you think your product is headed – so it's not clear that Apple is comparing the latest, slightly larger iPad to the current best-selling Windows PC in the US, the message is clear. Thanks to no small part in iPadOS – which, among many other things, brings mouse control to the iPad – the iPad is intended to be a fully featured PC rival, not just a really big iPhone. And this little iPad also got a smart connector, so you can add one of Apple's smart keyboards for a more PC-like experience.
2. Apple knows what Apple Watch is for now
The original Apple Watch is a bit like the original iPad: Apple did something and has no idea what that thing is, so released it to see what people will end up doing is. And like the iPad, after a few iterations now Apple has a clearer idea of what the Watch is and what it is.
As testimonials and keynotes show, the Apple Watch is no longer intended to be a fully featured do-it-all device such as an iPhone or an iPad, a wrist-based narrator, garage door opener dog door and translator; Other than pinging you when you need to be pinged about these things for keeping track of your vital signs if that is to stop you dying, helping you win careers or assist in medical research.
In other words, it's a kind of hyper-powered, hyper-fashionable Fitbit, and that's not a bad thing. Not bad for business, either, given the incredible amount of aging baby boomers have to spend on tech money.
Oh, and finally it shows the time all the time. It only took five generations.
3. Apple wants all your money, all the time
Quite a lot of events are focused on services and subscriptions because that's where Apple's huge revenue comes from today. It all adds up. Five bucks for your television subscription service. Another five bucks for the Apple Arcade. And of course your iCloud storage is there, because the free tier is still a bit stingy. Oh, and then there are your Newsstand subscriptions and your app subscriptions, where Apple is cut, and the Apple Card you pay for them.
Apple's business model previously was to sell you scary expensive hardware at huge profit margins and that was the end of it; now, it seems that the model is to sell you scary expensive hardware at a huge profit and then sell you a lot of subscriptions and services on top of it.
4. Apple TV + is probably not going to be very good
And we do not mean that it will be a waste in the UK, as traditional TV TV offers are, and where history is likely to repeat in the short term. We mean that the signs from the keynote are not entirely encouraging.
Yes, offering a free year subscription may mean that Apple simply uses its deep pockets to bring TV service to everyone at low prices, but Apple TV + is priced below its major rivals Disney and Netflix. If you're a really rich company and you're really confident in the quality of your content, wouldn't you spend your money on ads that show how good it is? You can't see Apple giving you a free iPad for a year, after all.
5. Doing Apple's Variety Right
The tech industry can be pale, male and vulgar, and tech presentations can be terrible examples of that: all too often the only women and people of color you see models in their big-gadget ads.
So it was good to see Apple doing the walking as well as the conversation, along with a somewhat different line of presenters from within the organization. Is it perfect? Nope. But this is not an endless parade of middle-aged white men, and the same diversity is evident in camera demos. This matter is important.
6. Brexit's borked tech for Brits (and probably worse)
For years we've been able to translate Apple prices in the US to new ones, because they are the same: five-nine USD worked five to nine GBP.
The new iPad is $ 329 in American currency but £ 349 in British pounds. It's confusing that the price difference is not universal, so for example the new Apple Watch is a straightforward dollar change, but it's clear the shape of things to come and things could get worse if the Pound continues dropping against the Dollar.