This Apple event followed on the heels of iOS 8, OS X Yosemite at WWDC in the summer, the launch of iPhones 6 and the Apple Watch introduction just weeks ago, was more of a clean up the leftovers show ‘n tell than anything memorable.
But It’s Free!
Apple’s famed rumor mill swirled with the possibilities for this event– new Apple TV, new MacBook Air with Retina display, giant iPad Maxi, or some other One More Thing™.
Apple delivered what everyone expected, but not what everyone wanted. iOS 8.1 and OS X 10.10 Yosemite received first billing.
iOS and OS X work well together, and both are free upgrades (it’ll be next to impossible for Apple ever to charge for an OS again. Ever.), as are the latest versions of Pages, Keynote, and Numbers.
As expected, Apple introduced new thinner, lighter, faster iPads– iPad Air 2 and iPad mini 3– both with better cameras, faster CPU and graphics, a new gold color, and Touch ID.
In true Apple tradition, the older iPad models stick around at a reduced price to help the company through a new product transition. All is good. What’s not to like? CEO Tim Cook was all smiles. OS honcho Craig Federighi worked on his late night standup comedy routine.
Except for one thing, all was right with Apple’s world.
Following the iPads, a somewhat dour Phil Schiller introduced the highly anticipated iMac Retina 5k; a new high end iMac with 5k resolution, faster CPUs, blah blah blah.
Clearly, Schiller was the rain on the parade. His total lack of excitement and energy following the Cook and Federighi Show (Apple also showed off some international chops with developers from Ukraine and France) was palpable.
If I had to condense the entire event into a single sentence, it would go something like this.
With an unusual mix from a trio of excited, comedic, and surly executives, Apple introduced iOS 8.1, OS X 10.10 Yosemite, updated iWork apps, talked about Apple Pay, talked up new iPad Air 2 and iPad mini 3, marched out a big iPad line up, showed off a new iMac at a higher price, and briefly mentioned a new Mac mini at a lower price.
Most Apple events run about two hours from beginning to end. This one, the one cobbling together the remnants of Apple’s product line, lasted about one hour and 15 minutes. The only surprise was that nothing happened after the Mac mini news.
No One More Thing™. No new Apple TV. No new MacBook Air with Retina display. No new iPad Maxi with 13-inch display. No new hybrid MacPad device. That was it. Thanks for coming. Y’all come back, now, hear?