It's unwatchable. They all try to be something they aren't. And they're all busy congratulating each other for their imaginary good job.
I really miss the old Steve Jobs presentations. Made me want to buy everything. Of course they took chances back then, now they're just another service company.
BTW not getting the new XS or anything else. They already have my fingerprint, they aren't getting my face.
I agree.
I still find Apple products compelling, but the applause almost felt canned in this video.
It's meaningless - the stats and breakthroughs are becoming too geeky. The common consumer doesn't care about nanometer processes and neural engines, they care about conceptual breakthroughs.
You go back to Jobs first iPhone keynote, and he was always so great at prefacing his ideas. "Here's 3 smartphones... but the
problem is... they all have these clicky buttons...". The buttons, while they may or may not have been the arbiter for Apple's idea of what could constitute a full-screen smarthone, this idea was nevertheless a great backdrop for explaining the
benefits of a full-screen phone.
So what problems are Apple solving today? To me
problem solving is at the core of great design, as much as aesthetics or user experience.
What problems is the iPhone solving? Better yet, can Apple manage to reflexively look at it's own product, and rather than simply refine and improve it, consider what is problematic about it?
Further, what other problems can Apple solve today?
The iPhone didn't just solve clicky buttons, it rolled 3 devices into one, saving everyone from carrying around multiple devices.
And granted, Screen Time may be Apple's first foray into solving the problem of everyone using their iPhones too much - likewise for the Apple Watch.
Great design comes from solving problems. If Apple can figure out what it's trying to solve next it might have a new revolutionary product.
In my opinion, there are two hardware categories Apple is poised to revolutionize, but is yet to truly take them as far as they can go, and that's the Digital Camera, and the Television.
For some reason they seem content extending their optical prowess through the tiny lens of the iPhone, and keeping their TV experiments limited to the Apple TV. But what would it be like to see Apple alongside LG, Sony and Panasonic for a TV Set? Or to go head to head with Canon and Nikon on a killer camera? And what would be the purpose? I can think of a million things wrong with digital cameras and modern TV's, and if they were done in the Apple way, they could seriously shake up those markets.