I miss the grand launch events at the Fontainebleau Center and the Cupertino Theatre, where live demonstrations of Apple's latest innovations took center stage. Presenting products to an eagerly awaiting audience was an Apple tradition, far removed from today’s heavily produced, special effects-laden presentations.
Pretending to be excited is a challenge. In the past, enthusiasm was genuine, and everyone on stage worked hard to create a memorable atmosphere, striving for perfection amidst inevitable imperfections. Today, however, it’s about matching scripts in front of green screens—a dispassionate performance that feels more like speeding through predetermined hurdles than engaging with the audience.
This is akin to the difference between theatre and cinema. Theatre demands creating a believable world in a tangible space, while cinema attempts to replicate reality on a screen. The live launch of consumer electronics should be an interactive experience, much like the products themselves.
By abandoning live events, Apple risks losing touch with its users. Historically, Apple didn't need stellar communication because their products spoke for themselves. Now, faced with less compelling innovations, they struggle to convey confidence, and every line feels riddled with hesitation.
The pandemic undoubtedly brought changes, but many temporary measures—like travel restrictions—have been lifted. Yet, Apple persists with its makeshift online launches, inviting guests to fly to San Francisco merely to watch a video presentation.
Many companies have thrived and faltered when they became excellent only at execution—following technology trends, meeting shareholder expectations, and adhering to management goals—but lacked true innovation. This shift away from live events signifies a focus on execution rather than creativity. Live events leave no room for rehearsed missteps or predictable applause pauses; they demand real-time responses and genuine interaction.
Steve Jobs himself once faced criticism for pre-loading iPhone signal strengths before a launch to avoid potential mishaps. The authenticity of live interactions is irreplaceable—no amount of studio magic or CGI can replicate the emotional connection of a live audience. It’s this irreplaceable human element that’s missing when executives pretend enthusiasm in front of a camera.
If Apple had revealed that their executives were digital avatars, created in real-time by advanced AI, it might have demonstrated technological prowess. Unfortunately, there was no such reveal—just a lackluster presentation centered around 'Apple Intelligence.' Despite this emphasis, the AI capabilities showcased failed to impress.
Apple touts its privacy features, which are important, but these alone do not make for competitive AI technology. True competitiveness lies in groundbreaking software models, futuristic visions, and innovations that transform science fiction into reality.
Detached from live events, users, and cutting-edge trends, Apple seems to lose touch with market demands. This year’s over-engineered, virtual launch felt disconnected, much like Roman Emperor Caligula’s futile attempt to build breakwaters in the deep sea—monumental but ultimately impractical.
For instance, the new 'Camera Control' button on the iPhone seems redundant when the device already has a versatile touchscreen. This over-engineering is reminiscent of the Touch Bar on MacBooks, which, despite its potential, failed to gain traction.
Apple also demonstrated an AI scenario where a person photographs a dog to identify its breed through AI—a task easily resolved by simply asking the dog’s owner. Such unnecessary complications suggest a wider disconnect from everyday user experiences.
The future direction of the Apple Watch is also unclear. It’s evolving beyond a simple watch or consumer electronic into a sensor-heavy device focused on data collection.
The minimal appeal of the new Apple Watch and AirPods starkly contrasts with the iPhone 16’s lackluster reception. Despite Apple’s efforts to highlight the performance of the iPhone 16 Pro, few users are likely to use it for professional-grade photography, and glitches in demos only further diminished its appeal.
This year’s virtual launch felt especially hollow—products meticulously crafted yet marred by inauthenticity. Grand promises of carbon neutrality, homogeneous models, and AI-driven features that alienate human interaction dominated the event.
Despite these shortcomings, loyal users will continue to buy Apple products, driven by the desire for a consistent experience. Apple’s legacy affords it some leniency; the company’s vibrant afterglow still eclipses many competitors. The critical question remains whether Apple will use the time it has left to innovate or merely to maintain its current course until it inevitably needs to change direction.
