Ah yes… another rebrand, another “it’s not dead, it’s just evolving” moment from Apple. At this point installing a new Apple app feels less like downloading software and more like adopting a goldfish — enjoy it now, because there’s a solid chance it’ll get quietly flushed down the toilet while Craig Federighi smiles on stage telling us it’s the “best experience ever.”
Remember Aperture? Pour one out. That thing didn’t just get canceled — it got Thanos-snapped and replaced with Photos, which spent years trying to remember it was supposed to be a pro tool. iTunes got split into a family of apps like a messy tech divorce, iPhoto vanished, Dashboard went to the great widget farm upstate, and now iWork might be getting the slow fade into “Creator Studio.” Cool name, but also sounds like something designed by a branding committee locked in a room with too much cold brew.
The funniest part is Apple still builds insanely good hardware while their software strategy feels like musical chairs. One year it’s “pro workflows matter,” the next year it’s “here’s a template pack and AI remix button.” I half expect Pages to become “Apple Writing Experience+” with a monthly fee to unlock bold text.
Don’t get me wrong — Pages, Numbers, and Keynote are actually great apps. That’s what makes this cycle so weird. Apple creates something solid, ignores power users for a few years, slaps on a new subscription wrapper, and hopes nobody remembers the last five rebrands.
Anyway, I’m off to export my Keynote files into three backup formats just in case the next keynote announces Keynote is now called “SlideVerse.”
