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New tech gadgets gizmos hi tech Apple’s September hardware event looked nothing like the spectacles of years previous– and that’s a good idea (AAPL)


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New tech gadgets gizmos hi tech Apple’s September hardware event looked nothing like the spectacles of years previous– and that’s a good idea (AAPL)

Apple CEO Tim Cook speaks during a special event at the company’s headquarters of Apple Park on September 15, 2020. Apple Inc/Handout via REUTERS Apple hosted its annual hardware event on Tuesday, and it looked quite different from years past. Rather than a two-hour-long spectacle featuring product demos, musical performances, and — most importantly —…

New tech  gadgets  gizmos  hi tech  Apple’s September hardware event looked nothing like the spectacles of years previous– and that’s a good idea (AAPL)

New tech gadgets gizmos hi tech

new tech  gadgets  gizmos  hi tech  Apple CEO Tim Cook speaks during a special event at the company's headquarters of Apple Park in a still image from video taken in Cupertino, California, U.S. September 15, 2020.

new tech  gadgets  gizmos  hi tech  Apple CEO Tim Cook speaks during a special event at the company's headquarters of Apple Park in a still image from video taken in Cupertino, California, U.S. September 15, 2020.

Apple CEO Tim Cook speaks during an unique event at the business’s head office of Apple Park on September 15,2020

Apple Inc/Handout via REUTERS.


  • Apple hosted its yearly hardware occasion on Tuesday, and it looked quite different from years past.
  • Instead of a two-hour-long spectacle including product demonstrations, musical efficiencies, and– most notably– a brand-new iPhone, Apple hosted a succinct, one-hour virtual event.
  • However the absence of bells and whistles showed that they might not have actually been required in the very first place. Apple revealed 6 new items and services, 3 of which were brand-new, rather than upgrades of past items.
  • The new format should serve as a design for future tech exposes, whether or not the coronavirus restricts in-person events.
  • Check out Business Insider’s homepage for more stories

Apple on Tuesday hosted what is typically its most anticipated occasion on the year: its annual September hardware occasion where we get our first take a look at newest iPhone, Apple Watch, and more.

But this year’s occasion looked nothing like the eyeglasses of yore– rather of the typical excitement with celebrity cameos, a cheering audience, and glossy brand-new iPhones, we saw 6 major item statements folded into a smooth, one-hour, virtual event. That’s an excellent thing.

Apple events have ended up being as trustworthy as the clock throughout the years. However aside from the reality that this year’s occasion took place in mid-September, it bore little similarity to any of the discussions of years past, an outcome of the coronavirus restricting big, in-person gatherings.

Gone were the crowds of journalists, who generally invest lots of hours and numerous dollars to make the bi-annual pilgrimage to Apple’s campus.

Gone were the opportunities for those in attendance to get an up-close take a look at Apple’s lastest products, to touch and feel them and get a sense of how they work in the past hitting Apple Stores.

Gone were the celebrity cameos, like NBA star Andre Iguodala or actor Jon Hamm, or the efficiencies by Sia or Drake. Those star-studded appearances have, recently, reinforced Apple’s position as a luxury business that has actually appeared to accommodate society’s elite.

Gone was the two-hour-plus program that enables Apple to highlight the most minute information of its products and services with lengthy product demos.

Maybe the most glaring change: no iPhone, not even a mention of its whereabouts, at an occasion typically concentrated on touting its every feature. It seems that not even the iPhone was safe from the third-party impacts of the coronavirus, with all signs now indicating an October reveal and a delayed shipping date.

And yet, despite all of the omissions from Tuesday’s event, regardless of all of the methods which is was a stripped-down version of the pre-pandemic Apple pageants, it highlighted simply how little we required them in the very first location.

By the end of the one-hour event, Apple had unveiled 6 brand-new items, 3 of which were brand-new endeavors for Apple.

Apple presented the Apple Watch SE, a more friendly Apple View with a starting cost of $279, in addition to the new Apple Watch Series 6, which begins at $400

Then there was Apple Fitness Plus, a new at-home fitness service, which seems poised to handle Peloton.

And for those who depend on a lot of Apple’s services, there’s Apple One, a brand-new membership bundle that enables customers to combine services like Apple Music and Apple TELEVISION Plus into one regular monthly payment.

new tech  gadgets  gizmos  hi tech  Apple event September 2020 Lisa Jackson

Lisa Jackson, Apple’s vice president of environment, policy and social efforts.

Apple Inc/Handout by means of REUTERS.


Apple didn’t stint the presenters, either. Throughout one hour, CEO Tim Cook handed off to nine other presenters, including 2 ladies of color and five ladies amount to. While some previous Apple occasions have apparently included one white, male speaker after another, this year’s event featured a more balanced lineup– and a number of new faces, like Lori Malm, Apple’s director of services, and Sumbul Ahmad Desai, Apple’s VP of health.

What Apple has actually always done most importantly is style and marketing, generating a sensation that you want to buy Apple items since you wish to live the life of the fit, imaginative, stylish, well-off people featured in its ads and commercials. Its item occasions have played a function in painting that image, which would seemingly be greatly affected by an all-virtual event where the audience is not able to experience the $14,000 chairs at Apple Park’s Steve Jobs Theater first-hand.

But in real Apple style, the production worth of Tuesday’s event was innovative, energetic, and high-quality– and adhered carefully to COVID-19 security standards, according to a scrolling list of the preventative measures taken by the crew that appeared at the close of the broadcast. Crew members and presenters were masked and socially distanced, the production locations were sterilized, and temperature checks and health screenings were put in location for everybody associated with the production.

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The resulting discussion must function as a model for tech item occasions of the future, whether or not the in-person gatherings remain restricted. Even if Apple hosts another occasion in October to reveal the brand-new iPhone lineup– which appears likely– it’s still more suitable to the common hourslong parade of gadgets and presenters that has ended up being the trademark of a tech product expose. If Apple’s objective is to encourage customers to spend $400 on a brand-new Apple Watch or subscribe to more of Apple’s services, it’s hard to think that the virtual presentation would have much effect on convincing consumers to strike the “purchase” button.

While numerous diehard Apple fans might miss out on the connection in between Apple executives, the crowd’s cheers, Tim Cook revealing “another thing” around the two-hour mark, and, most significantly the iPhone, Tuesday’s presentation proved that maybe we’re doing just great without them.

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This is a viewpoint column. The thoughts revealed are those of the author( s).


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