Apple slipped in some new Mac launches in October 2023, whereas a DOJ versus Google case slipped out some particulars about simply how a lot the search agency pays the iPhone maker.
One sec — 30 days hath September, April, June, and November. No, October 2023 had 31 days so actually Apple didn’t squeak in an enormous product launch with seconds to go.
As a substitute, it introduced us its “Scary Quick” occasion and new Mac an entire day earlier than the tip of the month. Which was good as a result of as much as about October 30, the prevailing knowledge was that Apple was done for the 12 months.
However nonetheless, this was a peculiar occasion. The truth that it was later within the 12 months than most individuals anticipated is a shrug, however Apple ran it at 5:00 PM ET, a full seven hours later than simply about some other launch it is made in a few a long time.
That odd time, plus the information that Apple was running watch parties and making present baggage, it was sufficient to make you surprise. Usually individuals analyze Apple’s invitation graphics for clues — and this time the picture was a nod to the Mac’s history — however now it was all about time.
For five:00 PM ET simply so occurs to be 7:00 AM in Tokyo. So possibly we had been going to see a reside linkup to, say, a Japanese gaming agency.
That was severely mentioned, although we knew the occasion was prerecorded. Ultimately, as AppleInsider did predict, the rationale for the time turned out to be probably as a result of a wise Apple PR particular person knew it might get all of this consideration.
Left: Susan Kare’s unique Pleased Mac. Proper: the model within the dock of each Mac right this moment
Plus it was Halloween, there have been some bats within the video, and Tim Cook did act as if 5:00 PM ET in Cupertino was midnight in Transylvania. (Because it occurs, it’s.)
Beneficial properties and losses on the occasion
If it appears incorrect to focus on the trimmings of the launch occasion as an alternative of on what was truly launched, it’s. However when there may be sound and fury, there’s normally nothing else, and whereas this occasion wasn’t precisely empty, it wasn’t dramatic both.
This was the launch of the M3 processor, and as quick as it’s and sooner than the earlier fashions, it was the primary time we weren’t particularly blown away. Opinions vary, and nobody says M3 is strictly gradual, nevertheless it wasn’t as eye-poppingly sooner because the M1 was in comparison with the Intel processors.
The iMac did not add or change any colours from its 2021 revision, nor did it actually change something in any respect, apart from the transfer to an M3 processor.
With the iMac, it was a case if it ain’t broke, do not repair it. Whereas with the 13-inch MacBook, it was extra Apple giving up engaged on the Touch Bar and retiring it.
Anecdotally, individuals who actively disliked the Contact Bar tended to be contact typists. So for them, having to look down on the bar to see what controls had been there was a distraction.
However there have been loads of different individuals who beloved the Contact Bar, and naturally, the second it was gone, all of them spoke up fondly.
Cannot innovate, my ass
If the M3 wasn’t electrifying — and, once more, you would not flip one down — then there was different information this month that reveals Apple has nonetheless acquired it. Solely Apple might do one thing that originally appears like an April Fools’ joke, and be severe about it.
It was revealed that Apple plans to replace the software program on its iPhone, whereas they’re still in their boxes. And whereas they’re nonetheless on the cabinets of shops or in pallets subsequent to courier vehicles able to be despatched out.
Even that is an excessive amount of: Apple will replace that iPhone with out taking it out of the field
Significantly, with out opening the field in any respect, Apple has plans to replace the software program. It is to keep away from the widespread problem that you just purchase a brand new iPhone, and the very first thing it does is inform you to replace to a more recent model of iOS.
Arguably, it is a very huge hammer to finish a relatively small drawback, however that is Apple considering additional than anybody else.
Though you would not wish to be the poor storeroom clerk charged with updating one iPhone field at a time.
Thoughts you, nor would you wish to be whoever at Apple acquired the entire inconsistent complaints in regards to the iPhone 15 overheating. Whoever they had been or their crew was, although, they found out one thing and launched an replace that addressed the issue with out affecting efficiency.
Huge Tech wants checking out
With the iPhone 15 now in buyer’s arms after the September 2023 launch, it was time to get severe about way more than intermittent overheating. And it was time for the UK authorities to do its factor.
Its factor being to disregard crumbling colleges (actually crumbling), poverty, meals banks, and all of that, and as an alternative arise for us all in opposition to Huge Tech. Reportedly, executives from Apple, Google, and Samsung had been ordered to report to Whitehall to debate methods of stopping smartphone theft.
Particularly, the UK was to inform these firms that they need to design some programs of their telephones to behave as a theft deterrent.
On condition that the UK is on the verge of a basic election and most pundits anticipate roaring defeat for the present authorities, it is doable that the politicians concerned had been trying to the longer term. And to being the holders of the Guinness World Document for the Shortest Assembly Ever.
For every little thing that the UK was reportedly going to demand, at the very least Apple was already doing all of it, if not each producer.
Pickleball and sofa browsing
One thing that both everyone seems to be doing or everybody needs to be doing, is enjoying pickleball. This month, findings from the Apple Coronary heart and Motion Research claimed that the game is an assist to mental health, in addition to bodily.
It was put all the way down to an amicable parting between the present’s manufacturing firm and Apple, which tells us nothing. There was supposition that the present needed to cowl points concerning China and that Apple consequently dropped the collection.
Nevertheless, Apple TV+ did not even blink when the present publicly criticized Apple itself. So who is aware of, possibly they ran out of concepts or steam, or one thing.
Whereas this month noticed two examples of concepts, on the smallest and the biggest of scales.
The smallest was that Apple TV+ hit “Ted Lasso” returned to our consideration — as a Barbie doll. It was a relatively late promotion for the superb Barbie film, nevertheless it was an intensive one as there have been additionally doll variations of “Ted Lasso” characters Rebecca Welton and Keeley Jones.
Every sells for $50, and there was a strict most of two per order. So you could possibly spend wherever from nothing to $300.
And should you did spend that a lot, you now have a approach to unfold that value out a bit. After months in beta testing, Apple launched Apple Pay Later within the US.
No occasion for “The Afterparty”
Whereas all that promotion of an amazing movie and a now-ended TV collection was occurring, Apple quietly made one other cancellation.
“The Afterparty” was dropped by Apple TV+ this month, following a second season that was wonderful — however not as a lot in order the primary run.
Nevertheless, not like, say, Disney+, Apple just isn’t going to take away “The Afterparty” from its streaming service, so you may go watch it proper now.
Apple in all probability retains its reveals out there as a result of, in comparison with Netflix or Disney+, it has so only a few. But it surely additionally is not eradicating them to avoid wasting a nickel or two in royalties to writers and different creators, as Disney+ seems to be doing.
That may very well be as a result of as everybody is aware of, Apple has pots of cash. However a kind of pots did discover itself on shaky floor this month.
Google and the DOJ
Beforehand, the truth that the Division of Justice was suing Google felt like simply one other day and simply one other swimsuit. However regardless of Apple very particularly not being included within the case, Apple acquired included within the case.
Previous to October 2023, Apple executives together with Eddy Cue had been called as witnesses. Cue, for one, simply talked about how Apple makes use of Google as its default search engine as a result of it is the perfect.
However then throughout this month, research into Google monetary paperwork turned up the truth that the search firm pays Apple to be the default on iPhones. That wasn’t a shock, that wasn’t information, however the determine was.
It was estimated that Google presently pays Apple as much as $20 billion a 12 months for being the default.
Apple Park value $5 billion to assemble, or three months of what Google allegedly pays Apple to be the default iPhone search engine
Since one of many potential outcomes of the DOJ’s lawsuit is that Google must cease making offers like this, all of a sudden the case grew to become extra necessary at Apple Park.
The place at the moment everybody at Apple appears to be targeted on Imaginative and prescient Professional, which was once more reported to be on observe for launch early subsequent 12 months.
We have heard that earlier than and we’ll doubtlessly hear it once more, however in that month Tim Prepare dinner did take time to emphasize you may must see Imaginative and prescient Professional to essentially perceive it.
“There are large variations in how individuals have a look at it, relying on in the event that they’ve examine it or truly tried it,” he stated. “I imagine much more about how profound spatial computing is. Once you’ve tried it, it is an aha second, and also you solely have just a few of these in a lifetime.”
It will be good if Apple would have an a-ha second and cease its shameful and illegal union-busting efforts, although.