Tim Cook and his lieutenants used to parade themselves live on stage, doing live demos that were risky at times. Pre- recorded product launches have reduced the risks of demos as much as the risks of disease.
The packaged events have allowed Apple to create playful visual messages for certain markets.
At least in California,VID risk has abated to the point that Apple is inviting select press to watch a pre-recorded product launch. They are just like us. They would like to work from home as much as possible. They like the controllable message.
What message did this launch want to convey? The iPhone 14 is not a great shake. It's part of a trio of products, along with the Apple Watch and Airpods, that Cook insisted on working together.
It's better to check them out next time you visit the store. If you don't have all the devices, you might die. We can save your life was the real message hidden under the surface of this show.
Apple isn't classless enough to pitch it the way a local television station would. Cook opened with a video of people reading letters they had written to him detailing situations where a watch had saved a life. A man was rescued from a garbage truck and a man was attacked by a bear. The harrowing tale of a plane crash was read by a woman from a set where Apple spent a lot of money on reconstructing the crash.
The new "crash detection" feature, which will allow you to call for help on the iPhone 14 and Apple Watch (Series 8, SE and Ultra), received a lot of Fast and Furious scenes. You'd be forgiven for thinking that Apple had invented crash detection, and that it was already available on a number of models.
A lot of safety segments were present. For the first two years you own the phone, you'll be able to make free satellite calls. The event gave the prime third-party slot to an app. The Apple Watch Ultra will have an 86-decibel sirens that can be heard up to 600 feet away. Go tackle the outdoors. With this device, you will never get eaten by bears, according to Apple.
Why Apple needs to make us pay a lot of money for a watch that lasts 36 hours on a single charge? Four years after its launch, the regular Apple Watch series 4 will do the same, but only if you put it in Low Power Mode, a feature that has been available on the iPhone for over a decade.
For those who only care for upgraded cameras and chips, or for shades of purple that seem more like charcoal, it was a victory. It wasn't a good idea for Apple fans to be able to carry just one cable for their phone, iPad and MacBook, or for them to be able to switch out their sim cards.
The arrival of the Dynamic Island gave those of us hoping for an end to the cursed camera notch a partial victory. It is a masterpiece of Apple marketing, a bid to turn a bug into a feature, but now it has notifications! Regular notifications are more obtrusive.
The Dynamic Island could be more annoying than the notch predecessor. Even though Apple's demos run perfectly, they couldn't hide how it looks when you watch a show on your phone, like there's a black strip buried in your screen.
It will only be a matter of time before a lot of iPhone 14 early users tell. Apple watchers will still be waiting for the company to take risks on virtual reality, augmented reality, or any new feature that isn't a bold new form of marketing.
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