Apple (March 2021)

Tim Cook started by announcing weekly baseball Apple TV+ content. Baseball, a game that is a child’s version of cricket. Cricket, a game that is not a sport. It’s just standing around waiting for something to happen. So, as a Brit the first scoop kind of bypassed me;)

Next up, iPhone 13/Pro in 2 new colours. Nice I suppose, but 99% of iPhones are cased 99% of the time so…. moving on.

A new iPhone SE with a better chip, the A15 bionic. Better photography, battery etc. It’s good to see this smaller phone getting an update in so many different areas.

A new iPad Air which I was not excited for because my Air (2 years old) is working well for everything I need it for. There are changes to connectivity (5G), an M1 processor, the cameras and certain apps which are useful plus the expected ‘green’ marketing stuff. And that was it… I am far from an iPad power user so I am not the target market for this, but all of the powerful hardware in the world will not push the form forward without some major changes to iPadOS.

The M1 Ultra chip was up next. Very very impressive and some will want/need this- it just seems to push Apple even further ahead which must unnerve the competition massively.

Mac Studio (a Mac mini Pro?) is an interesting product and one which I am still considering in my mind. Very powerful, great design and it appears to be a winner at first glance. And while I am again not the target market, this level of power puts even more professional tasks in the hands of individuals in any location. This level of ‘freedom’ should not be overlooked.

The Studio Display is also brilliant and so typically Apple. It does complete the Mac Studio solution as it should, but the price is, well, typically Apple. $1599…

This event was as expected thanks to all of the leaks that came before. It was somewhat muted which makes sense in a time when people are being slaughtered in Ukraine and when we are still in the Covid-19 era (we are not post-Covid yet), but what was shown highlighted that Apple can progress at a speed that many will feel is not innovative and still win. The fact is that it is all impressive and it does not need to wow us. In 2022 we just need to get on with our lives and these products seem to fit the moment.

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