Most people jot down some notes about keynote overall and then write or talk about each release in more detail. I’ve went my own way, first going through impressions for each OS – tvOS, watchOS, iOS, macOS, iPadOS and also for Mac Pro.
Now I want give my overall impressions about presentation. I mostly agree with Marco – Apple started listening again. And the reason is pretty simple on it’s surface – iPhone sales. Although thanks to increasing prices for a couple of years revenue from the iPhone didn’t fall, but unit sales plateaued. So now Apple has to sell iPhones more aggressively and give more attention to all other products in the lineup.
This was noticeable in every announcement, it wasn’t apologizing per se, but it felt like Apple was overcompensating. There were ver big changes that got at most one sentence mention during the Keynote and a lot of them were just a text on the slide with “everything else that’s new”.
There was something for everyone, be it developers, users, professionals. We’ve got new OS, new hardware and new frameworks. We’ve even got the trailer for TV show. All of this in just 2 hours. The pace was unbelievable. Presenters were very proud of the product, just look at the display demonstration.
I like how passionate, knowledgeable and funny Craig Federighi is. I’ve seen some of the first of his presentations and it’s not even close. It’s a very big growth in presentation skills. This year the biggest joke was about iTunes and with Craig delivering it – it landed perfectly.
Overall, this was very strong keynote, one of the best in recent years actually. And this gives hope that Apple is able to make products and also improvements to those products afterwards, even if those aren’t iPhone.