Apple March Non-Event

March 19, 2020
4 min read

On March 18th Apple surprised everyone with the announcement of new and updated products.

It was rumored long ago that there was an Apple event planned for the end of March, but with the COVID-19 going around the globe everyone understood that it wouldn’t be possible to organize. So they’ve published the press release and it looks like either press only got the devices now or are still under embargo.

Let’s go through the products starting from the least important and moving to the most interesting one.

“Mac mini Also Updated Today”

The only update was the storage, it now starts at 256GB, which is the bare minimum today. As someone with the 256GB on all three of my Apple devices (iPhone, iPad and MacBook) I can’t understand how anyone would survive with less.

MacBook Air

Everyone was waiting for an updated keyboard making it’s way through the whole lineup and not just being in the 16” MacBook Pro, this day has come. With the new keyboard, 256GB storage as a base and a new (old) starting price of $999, this is again the best default computer there is. Except, we can’t be sure what a computer is right now…

iPad

Apple unveiled the new iPad Pro, of course it has a new chip, which is faster and more powerful. As a previous generation iPad Pro owner I can’t see how you would be able to see this, as the tablet is fast as hell still.

It has two cameras now, adding the 10MP Ultra Wide to the back, making it look like an iPhone 11. In a year, I am pretty sure that I didn’t take one photo with my iPad Pro. I know there are people who like to hold huge tablet in front of their face at schools and in touristy places, but I’m not one of them. I love editing photos on my 12.9” iPad Pro, but I would probably miss the shot before reaching for the iPad in my bag.

LiDAR Scanner is the weakest point in todays announcement, not from the technology point of view, but from the delivery. If you read everything Apple has provided, it just makes AR a bit better and promising a lot. Knowing Apple there should be a lot more information, either with the announcement of iOS 14 or more likely iPhone 12. It just made sense to include the hardware right now, but the software story is not yet ready.

Magic Keyboard and Trackpad Support

This is the biggest news, not only for me, but reading tweets for a was majority of potential or current iPad Pro users. Seeing videos, it looks like pointer support in iPadOS got much better. And the most interesting thing – it happened today, not in September with the release of iOS 14, but in March with iOS 13.4 (public release in a week).

The best news is that new keyboard with the trackpad is compatible with the now previous generation iPad. The worst news is the price – $299 for the 11-inch and $349 for the 12.9-inch. That is a lot of money, it is actually more than the price of the standard iPad itself. It looks nice, I’m sure the trackpad will be amazing, as Apple always excelled in making those and they now come in different colors. I’m not sure I would buy one yet, will try out pointer support first.

Pretty strong announcement from Apple, if they won’t surprise us again with the everyday announcements, I’m not sure this would be enough for the whole event, but it is more than enough for the press release.

I’m not in the market for a new iPad, as my previous generation 12.9-inch one is fast enough, screen and design didn’t change much and I don’t use cameras. Thankfully, Apple made the new Magic Keyboard for iPad compatible with the older models. Oh, and regarding the MacBook, I have one MacBook Pro already lying around not being used for months, so who need those, right?

Apple PR

November 20, 2019
2 min read

Apple recently announced the 16” MacBook Pro. They’ve invited journalists to the private event in New York, gave them review units and when the embargo dropped everyone was ready with the story.

This is the MacBook that saves us all. The keyboard is changed to the old mechanism, there is a physical esc key and arrow buttons are the right shape. It also is a bit bigger, with a bit smaller bezels and in a recent Apple fashion it got heavier, because it has so much more battery. Everyone was happy, especially developers and other professionals.

What also was happening at almost exactly the same time – there was a rumor about Apple AR product. Reportedly Apple has held an internal meeting with a 1000 employees who are working on the AR headset where it was discussed that it is a 2022 initiative at best.

And this is Apple PR at its best. First, you don’t hold a 1000 employee meeting and not think it is going to leak to the press (you are probably hoping it will, at this point). Second, the news was perfectly released during all the hype about the new MacBook. Third, almost the only notable thing that came out of this meeting, was the release date. There are some rumors that Apple was planning to release some kind of AR headset in 2020, so now Apple is managing the expectations – no AR headset next year.

So bloggers and podcasters can talk about the new MacBook, how Apple is finally listening and making compromises in the right places, finally again. How we want the same laptop, but for the 14” model. And mention in passing somewhere rumor about the AR headset and a meeting, but it stays in your mind – don’t wait.

Perfect.