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As usual, Apple tried to manage its communications in the lead-up to the Keynote. On the menu: a refresh of the iMac and AirPods lineup, some new iPads (or old ones, depending on how you look at it), and still no AirPower.
Let me just say it upfront: I’m an Apple household, but I’m increasingly frustrated by the company’s communication and the way mainstream tech sites lap it all up. Can you believe that a publication as respectable as Le Monde covered these announcements as if there was actually something new — when it was basically all warmed-over stuff.
The media power of this brand is massive because everyone wants to stay in Apple’s good books to get those precious Keynote invitations. It’s pathetic. There’s almost no critical coverage of this brand anymore.
And yet for the past few years, quality has been slipping. Remember when the white MacBooks would crack a little more with every lid close? When iMacs had lovely stains behind the screen (and still do). Not to mention the keyboard problems across the entire MacBook lineup. And the latest one for me personally — though I’m not alone — is a flaky key on something as expensive and essential as the Smart Keyboard Folio.
You get the picture: I love Apple’s design (software is another story) but I can’t stand being charged so much for products that have lost their reliability. I’d love to see a press that takes its responsibilities seriously and writes critical pieces about these so-called new releases.
Anyway, let’s talk about this week’s announcements.
iPad Air: A Familiar Face
The iPad Air is essentially the previous-generation iPad Pro rebadged as an iPad Air. At Apple, everything gets recycled — the name, the hardware — swap in a new processor and sell it as brand new. Available for €559, which is actually reasonable on the price front.
What bothers me most isn’t the name, honestly, but the lack of consistency. I can accept Apple making new products from old parts, but at least keep a consistent connector standard. This new iPad Air still has a Lightning port like the old iPads — don’t go looking for a USB-C port.
It’s hard to imagine iOS evolving properly with such a fragmented hardware ecosystem. It’s time for an iPad to be able to read an external hard drive — and that feature would need to support two different connector types…
iPad mini: Three Years Later
The new iPad Mini is essentially an iPad Air without the connector for attaching a Smart Keyboard. New screen, new processor, but still Touch ID and borders as thick as its bigger sibling. Once again, I don’t understand the lineup logic — why not make a definitively perfect iPad mini with the slim bezels of the new iPad Pro and Face ID?
Budget €459 for this little iPad.
AirPods: Same as Before, More or Less
Let’s make the product lineup just a little more complicated: add a wireless charging case option to the AirPods, but keep the standard case too. So basically you now have two case options — one that charges like the latest iPhones, wirelessly, and one with good old Lightning (which only iPad Pro owners no longer recognize).
On the feature front, Siri is always listening — just say “Hey Siri” and it’ll try to obey (if it understands you).
For the rest, we’ll have to wait for reviews to find out what’s actually changed.
iMacs: Faster, Pricier
The iMacs are unchanged in design but you can spec them up if your wallet allows — more RAM, better GPU, better processor, all à la carte.
AirPower? Still No
AirPower still isn’t available — it’s become Apple’s great tease. Everyone expected it to show up, but nope, we’re still waiting. Though honestly I never quite understood the appeal: do you really see yourself charging your iPhone, Apple Watch, and AirPods all at once on your nightstand? My first two are already on wireless chargers, but AirPods in the bedroom? Not really my thing…
Roll on the Keynote
That’s it for now. I’m hoping the Keynote announcements will raise the bar — though I’m not holding my breath.
