Sleuth mode: Today’s Apple event may only be the first of a shady pair
Oh my god, I’m seeing double… four Tim Cooks?!?
A look at last year’s Apple events
If we stretch our minds back to 2020 (OH GOD NO), you’ll remember there werethreeApple events at the rear end of the year. There wasthe September 15 onewhere the company announced new Apple Watches and iPads.
Next up wasthe October 13 Apple event. This is where the company announced the iPhone 12 range. Finally, we have the Apple event whichtook place on November 10. This was where the company launched its new Macs withthe M1 chip.
Don’t worry, there is a point to listing all these events: Apple has recent history of spreading its product announcements over several events. This means that having a follow-up show after this one has precedence.
The more I think about it, the more I’m convinced of what a good idea it is.
Let’s ponder this it from Apple’s perspective. Now the events are fully digital, there’s no need to worry about getting people in a room. For the public, it’s also much easier to understand a couple of products being updated, rather than dozens.
Then you have the media. Basically, every damn media outlet will cover the ins-and-outs of each event, meaning Apple will receive huge amounts of coverage for just… splitting up a video? Sending out some RSVPs?
It’s really a genius bit of PR and marketing.
I’d say then it’s pretty likely we’ll be getting at least one more Apple event after today. It’s tough to know the precise product split — or whether it’ll be in October or November — butGurman is probably right: one event that’s Apple Watch and iPhone, then another that’s iPad and Macs.
And lord, I can’t wait.
Story byCallum Booth
Callum Booth is a freelance journalist with over a decade of experience. Previously, he was the Managing Editor of TNW, where his reporting(show all)Callum Booth is a freelance journalist with over a decade of experience. Previously, he was the Managing Editor of TNW, where his reporting was cited widely, including in VICE, the FT, and the BBC.
Callum’s writing has appeared in The Verge, The Daily Telegraph, Time Out, and many more. He covers the full spectrum of technology, with a particular focus on how it shapes our daily lives. And a lot of regulation stuff too.
Outside of work, Callum’s an avid bookworm, a Fisherman’s Friends addict, and resolutely unshaven. Follow him on Twitter @CallumBooth or visit www.callumbooth.net.
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