Apple Event: Now that the Apple September Event can be added to the timetable in endless essays — Apple set a September 12 date for its coming big product launch — we can start talking about what is in store for us at the Steve Jobs Theater in Cupertino.
The new iPhone 15 will be in the blend and we should see the new Apple Watch 9, too. But there is also the small matter of what is going to enthrall the high spot at the end of the show — the product that will have everyone talking long after effects wrap up.
Yes, that is the One Further Thing niche.
Long-time Apple Watchers probably know all about the One Further Thing advertisement — a hand of Steve Jobs’ time at the company. This would be the product Jobs would introduce at the end of an Apple event, nearly as if it were an after-study, though it generally wound up being the highlight of the show. Past One Further Thing products include the first-ever MacBook Air, the original Apple Watch, and the iPhone X.
Those last couple of events indicate that the One Further Thing adverts have continued into Tim Cook’s reign as CEO. In fact, the Apple Vision Pro headset wound up stealing the show at WWDC 2023. While not every Apple event graces a One Further Thing shoutout, it’s still a commodity Apple turns to from time to time when it wants to call attention to a new product or a shift in direction for the company. And I suppose we could be in store for just such an advertisement on September 12.
What’s coming on September 12?
The forthcoming Apple event numbers to be jam-packed with product adverts. We are awaiting the iPhone 15 to take center stage, of course, but that also means Apple’s going to have to devote significant time to the iPhone 15 Pro, which is likely to feature further noteworthy upgrades. We can also anticipate a new round of Apple Watches — an Apple Watch 9 is a certainty and there is talk of an Apple Watch Ultra 2 making its debut as well.
Apple clearly could bring up other products, as an iPad Mini 7 is supposedly in the workshop. That update just figures to introduce a new processor, though — hardly the stuff of One Further Thing status.
Two implicit products rise to that position of significance in my estimation, though I wouldn’t count on one of them being ready for a fall launch event. The Apple Vision Pro formerly got its show at the Worldwide Developers Conference before this time, and at the time, Apple indicated its spatial computing device — that is a fancy way of saying” headset” wouldn’t be ready until 2024.
I do anticipate some appearance by the Apple Vision Pro at the September 12 event, conceivably in the form of app demonstrations.( That said, reports of what app makers’ experience is like working with the Apple Vision Pro suggest we are not close to having anything ready for the enduring light of a live product rally.) I would anticipate at least a status update and perhaps a many further teasers about what this mixed-reality headset can do, still.
Get ready for the iPhone 15 Ultra
Still, I figure it’s going to be a product right under our nose If Apple is going to treat us to a One Further Thing advertisement this September. important like the iPhone X in 2017, this One Further Thing would take an living product and showcase the new direction Apple is hoping to take it. At the veritably least, it would emphasize that this is no bare incremental upgrade.
I suppose Apple’s One further Thing advertisement is going to center around the iPhone 15 Ultra, else known as the renamed iPhone 15 Pro Max.
Rumors of an Ultra model burned up beforehand this time, as Apple spectators anticipated that the company would come out with an advanced- end smartphone model analogous to the Apple Watch Ultra it introduced last time. That talk failed down in the spring when well-connected sources like Bloomberg’s Mark Gurman suggested the iPhone Ultra wouldn’t appear until 2024. But in recent weeks, there is been increased chatter about the iPhone 15 Pro Max taking on the iPhone Ultra name.
It makes sense, in a way. The iPhone 15 Pro Max is supposed to be a step above indeed the iPhone 15 Pro. While once performances of those two models were really only separated by screen size and battery size, it sounds as if Apple’s looking for an indeed bigger iPhone 15 Provs. iPhone 15 Pro Max gap. That is substantiated by the scuttlebutt that the iPhone 15 Pro Max — and the Pro Max alone is getting a new periscope- style blowup lens for bettered drone shots.
There is also the persistent scuttlebutt that the price of the iPhone 15 Pro Max is going up — conceivably by$ 100 or more. It’s going to take a lot to take the sting out of that advanced price label, and Apple may want to spend some time during its September 12 event outlining why the iPhone 15 Pro Max/ iPhone 15 Ultra is worth the advanced cost.
I have formerly argued that if Apple’s serious about a name change for its high-end smartphone, it’s going to have to take the time to detail what makes the iPhone 15 Ultra different from a Pro Max model.( Also, the answer better include further than just a better drone lens.) If nothing different, saving the iPhone 15 Ultra for the coveted final niche of Apple’s September 12 event would give the company the time and attention to do precisely that.
iPhone 15 Ultra outlook
The forthcoming Apple event numbers to be a big occasion, whether there is One Further Thing or not. But steering in a new period for Apple’s most ultra-expensive iPhone would clearly rise to the position of an advertisement that might indeed snare the attention of a former Apple CEO.
