What did you think of the iPhone 11 keynote? The word in social media seems to be "meh," mainly because the iPhone 11 goes through its Gillette razor blade period:
"What are we going to do this year, boys?"
"Put another camera in there!"
But while the iPhone is clearly in a prolonged phase of gradual improvement, Tim Cook and the company still had a number of interesting things to do.
We saw the future of the iPad, figured out what the Apple Watch was meant for, and found that nobody in the organization or the theater seemed to have a dirty mind when we were told that the new iPad was "a great one-hand Input is experience, "no one laughed.
Nobody! And as if that was not bad enough, no one booed when Apple tried to convince us that Portmanteau "slofie" – short for "slo-mo selfie" – was one thing that should be there. Imagine that it never happened and we'll never talk about it again.
Here are the six most important things you may not have heard about the Apple Keynote.
1. The iPad is a PC. Oh yes it is
"We've never been so excited about the future of the iPad," said Tim Cook, revealing the latest version of what we believe is the best Apple product: the entry-level iPad. It's less than half the price of an iPhone, but certainly not half of the device.
How you compare your products to other products says a lot about the direction your product will take. When Apple explicitly compared the newest, slightly larger iPad with the currently best-selling Windows PC in the US, the message was clear. Not least thanks to iPadOS, which, among other things, the mouse control on the iPad transmits, the iPad should be a full-fledged PC rival and not just a really big iPhone. And this little iPad also has a smart connectivity, so you can add one of Apple's smart keyboards for a more PC-like experience.
2. Apple knows what the Apple Watch is
The original Apple Watch was a bit like the original iPad: Apple had done one thing and had no idea what it was meant for. That's why she published it to see what people would do with it. And like the iPad, after a few iterations, Apple has a much clearer idea of what the clock is and what it is not.
As the testimonials and keynote show, the Apple Watch is no longer a fully functional device like an iPhone or iPad, a wrist-based communicator, a garage door opener and a dog translator. Besides pinging you, when you need to be approached for things to track your vital signs, to save you from dying, to help you win races or help with medical research.
In other words, it's a kind of hyperactive, hypermodic Fitbit, and that's not a bad thing. It's not bad for business either, considering how much money aging baby boomers need to spend on healthcare technology.
Oh, and it's finally able to show all the time. It only lasted five generations.
3. Apple always wants all your money
Much of the event was devoted to services and subscriptions, which account for much of Apple's revenue. It all adds up. Five dollars for your Apple TV subscription. Another five dollars for Apple Arcade. And of course there is your iCloud storage, as the free layer is still incredibly stingy. Oh, and then there are your subscriptions to the newsstand and your app subscriptions, which Apple is also cutting back on, and the Apple Card that will pay for them.
Apple's business model used to be that it would sell you frighteningly expensive hardware with huge profit margins, and that was the end of it. Now it seems to be the model to sell you frighteningly expensive hardware with huge profit margins and also sell you plenty of subscriptions and services.
4. Apple TV + probably will not be very good
And we do not just mean that it's garbage in the UK, as is traditionally the case at Apple and where the story is likely to repeat at least in the short term. We think the Keynote signs were not encouraging.
Yes. If you offer a free one-year subscription, it may mean that Apple simply uses its bags to offer its TV service to everyone at a very reasonable price, but Apple TV + does not already priced among its main competitors Disney and Netflix. If you were a truly wealthy company and really confident in the quality of your content, would not you just spend your money on ads that showed how good they were? After all, Apple does not give you a free iPad for a year.
5. Apple makes diversity right
The tech industry can be dreadfully pale, masculine and stale, and tech presentations can be particularly horrible examples: only the models in their big-budget ads are all too often women and colorful.
So it's good to see that Apple is leading the way, leading the conversation with a relatively different cast of speakers within the company. Was it perfect? But it was not an endless parade of white middle-aged men, and the same variety was evident in the camera demos. The stuff is important.
6. Brexit technology for the British (and it will probably get worse)
For years, we have been able to convert Apple's US prices to UK prices because they are the same: five nine nine dollars were charged at five nine nine pounds.
The new iPad costs $ 329, but £ 349. Confusingly, the price difference is not spread over the whole range, so the new Apple Watch, for example, is a pure dollar-pound conversion. However, it is clear that the situation may worsen as the pound continues to fall against the dollar.
The price written on this page is true as the time it is written. It may change at any moment.