Apple, the Indie Movie
Tomorrow's event could be a sign of things to come... for Apple events
|M.G. Siegler||Sep 15|| 8||1|
Another September, another Apple event. Except the one tomorrow promises to be entirely different from what we’ve seen in years past. For one, it sure seems like the iPhone will not be making an appearance. For another, the Apple Watch, long a second-fiddle device, would seem to be taking center stage. For yet another, it will yet again be a stage in an empty room, with COVID still raging (not to mention forest fires and toxic air quality in the Bay Area). Strange Days.
I do think tomorrow’s event will be an interesting test for Apple. What if instead of the big iPhone and WWDC events, they realize that some smaller, perhaps even fully remote, product unveilings are worth doing for products like the Watch and the rumored new iPad Air (which itself is sort of a second-fiddle iPad — the iPad Pro is the state of the art device that gets most of the marketing love). Maybe the products which previously only got press releases (‘Apple One’?) can get their own small streaming events now. People would watch, of course. And if it’s not exactly free publicity for Apple, it’s pretty close.
In that way, I wonder if it evolves almost like the movie business. That is, the big, marquee movies head to cinemas while smaller fare goes to streaming. Again, the iPhone event and WWDC will always be massive events and when they safely can, it makes sense to convene people for such things. But for events like tomorrow, maybe tomorrow is a taste of what’s to come.
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