The only thing wrong with Apple’s product release events is that there are not enough of them. The company is supposed to be wearing three of them this autumn – and although it is a good start, there must be many more.
Apple held a product release event in September, and will announce several new products at a second event on Tuesday. Unconfirmed reports point to a third event in November. But there is no reason to stop there. Apple should keep them every month. They get us excited about new products, which is good for Apple – and also for Apple fans.
Apple events in Before Time
In previous years, Apple always had big press events for its Worldwide Developers Conference and the release of the new iPhone. And some years, Apple sweetened the pot with other events ̵
Then COVID-19 happened, and all Apple events became virtual. But Cupertino coped with the change brilliantly. WWDC 2020 went so well that afterwards, Cult of MacLuke’s Dormehl urged Apple to never go back to making live headlines. And the September event packed a similar polish and pizzazz.
Undoubtedly, October 13 will go just as well. And the rumored November too. Clearly, Apple is good at this game.
Give us many Apple product events
Apple’s September 2020 event brought two new iPads and two additional Apple watches. At this Tuesday’s event, we expect the iPhone 12 series and a HomePod mini. Rumors of a possible November event point to the unveiling of the first MacBook with Apple Silicon.
Apple did not try wisely to jam all these products into a single presentation. Everything that is announced on the same day as a new iPhone is swept under the rug. And realistically, it’s only as long as people want to pay attention to a presentation, no matter how convincingly Apple tries to do it.
These are the two best reasons to continue the string of monthly events. Several events make room for each new product to shine like the star of an Apple product release. It guarantees almost a lot of attention from all over the world – no matter what the new product is.
A new iPhone does not need help. But a product launch event can bring much needed attention to a second-level device. The best way to create some buzz for the many AirTags rumors is to put them prominently in a launch event, for example. And Apple is much more than a hardware company. It can also throw events that are focused on services and software.
Consider a December event. It’s just a suggestion, but the other seasons of many Apple TV + shows will probably debut in January or soon thereafter. Dickinson definitely will. A press event where Jason Momoa, Jennifer Aniston, Oprah Winfrey and Steven Spielberg discuss their shows will definitely be worth watching.
Early 2021 can bring monthly events focusing on next-generation iPhone SE, Apple Arcade, Apple Music and new features in upcoming versions of iOS 14, iPadOS 14 and macOS Big Sur. With all the potential material, there is no reason for the party to end.
Plays the devil’s lawyer
As in all of life, there will be some downsides to Apple holding monthly product release events. As unstable people, we value things because they are rare. Apple’s events are a big deal because they only happen a few times a year, and thus also make very important announcements. It will not be true if it is one every month. There is a real possibility that we will all be fighting.
But this will not happen if Apple plays its cards right. Cupertino stock a lot of products, but it can skip a month if there really is nothing new that is worth an event. And people across the globe will still be very excited about the event where the next iPhone will be unveiled, even though it was half a dozen earlier they did not care so much. Apple has nothing to lose (apart from the production costs for the extra events) and much to gain.
But this raises the question of what to do after the pandemic. When COVID-19 is a thing of the past, Apple certainly does not have to go back to centering its product launch events around a personal audience. It’s a matter of numbers. A couple of hundred prints get to be in the auditorium for product launches – there is a small, small fraction of the people who watch video. For example, the WWDC 2020 main theme received 11.5 million views on YouTube.
Apple Events: Not just for the press
A decade ago, Apple gathered the press to get the message across to influential journalists. Today it is not necessary. And talking like someone who goes to events like this, stuffed into a room with hundreds of other journalists, is a terrible place to try to cover big announcements. All that really matters is the practical time with the devices afterwards.
Maybe Apple can only bring in the press when it launches big products, like the next iPhone. There, business leaders can give this group a personal presentation. But it should happen in addition to a virtual presentation to the rest of the world, not as a replacement.
Another disadvantage is that the pre-recorded events are slippery, but they lose some of the excitement of live. There’s some fun in wondering if Craig Federighi, Apple’s senior vice president of software engineering, has to fumble through a program that crashes during a live demo. But while it’s fun, these hiccups are not helpful. He almost always demonstrates betas, and betas crashes sometimes.
But monthly Apple product release events wanted prove to be useful. They would give the company many opportunities to give strong launches to all its new offerings: hardware, software and services. And we will get a thorough look at everything new Apple has to offer.
Think of it as an Apple TV show. There are 12 episodes a year. Tim Cook plays the role of the grizzled and wise CEO. Federighi plays the software developer / eye candy. Other top executives from Apple round out the support list. Siri plays the stupid but lovable dog.
I want to look at it.