Posted on Sep 14, 2020 at 8:00 a.m.Updated Sep 14, 2020 2:33 PM
Are you missing a single product and everything is depopulated? This Tuesday evening, Apple will hold its traditional keynote for the month of September, an event always eagerly awaited and followed by the world of tech, during which the firm with the bitten apple is in the habit of presenting its latest products with great fanfare.
As for the past three years, this high mass will be organized from the Apple Park campus, alias “the flying saucer”, and should more precisely take place at the Steve Jobs Theater, an amphitheater with a capacity of 1,000 seats. But the spans will be empty: coronavirus requires, the presentation will be 100% virtual. Like the last Apple Developers Conference (WWDC) in June, where a video was pre-recorded.
The real novelty of this back-to-school keynote lies in the fact that it should have a brand absent: the iPhone, the group’s cash cow product and undisputed star of the event. Especially since this year, Apple must market the very first versions of its smartphone compatible with 5G networks.
As of now, nearly 75 million 5G models have been ordered by Apple from its subcontractors, but the group led by Tim Cook is said to have planned to present and then launch these devices in October. With the health crisis, the large-scale manufacturing process for the iPhone has fallen behind. ” This year, we expect supplies a few weeks later », Detailed the financial director, Lucas Maestri, at the end of July.
Which hardly seems to disturb Wall Street: Apple is flirting with its historical records in the financial markets, at nearly $ 2,000 billion in capitalization, making it the world’s leading firm on the stock market.
The new Apple Watch, probable star product of the keynote
This 46th keynote since the presentation of the first iPhone named by the late Steve Jobs, in January 2007, should however offer a generous program, as usual. ” Times flies “(” Time flies “), can we read on the invitation sent by Apple, an explicit reference to its connected watches which seem to be in pole position to be the main attraction of the keynote.
An Apple Watch Series 6 with several improvements (sensor to measure the level of oxygen in the blood, better autonomy, integrated sleep tracking system, etc.) should be unveiled. In the shelves, the iPad Air 4 is expected and should be equipped with a borderless screen, giving it the air of iPad Pro, the high-end model of the Cupertino company, with a more affordable price.
Another novelty in sight, the very first Mac to work with homemade processors: the “Apple Silicon”. Last June, Apple had let it be known that it was going to do without the services of Intel, which had supplied it with these chips for 14 years. A new era which should open this Tuesday.
A rumor has also been brewing since last weekend: the launch by Apple of its “bundle”, that is to say a promotional package offering several, or even all of its services (Apple TV +, Arcade, Apple Music, etc) at a reduced overall price. This offer could be called “Apple One” and is eagerly awaited by Wall Street; over the past two years, Apple has significantly expanded its service offering, which has become the second-largest source of revenue behind the iPhone.
A surprise in augmented reality?
More anecdotal, a new HomePod, AirTags object trackers or even AirPods Studio (wireless headphones) could also be included in this back-to-school keynote, depending on the noise in the hallway.
No “next big thing” or really innovative products in sight this year either. Unless… Recently promoted to Apple’s marketing manager, Greg Joswiak published his very first tweet on Tuesday, September 8: a video showing an animation in augmented reality. A little clue for a new product that has passed under the curtain of rumors and / or a way to fuel the buzz around an event orphaned by its star product? Answer Tuesday evening.