Editor's column: Apple gave "socks"
Apple continues to be the only company in the mobile technology market whose presentations are waiting with bated breath. People believe in miracles. Only now more out of habit.
It’s like Happy New Year. You know that, most likely, you will get another pair of socks, but the smell of tangerines and freshly cut pine every time awakens memories of how a cool gift was handed over on the 31st many, many years ago. And you keep waiting for him. At the same time, knowing perfectly well — there will be socks.
Apple’s presentation today is something like this New Year. You know what they’re going to show. Moreover, you know that it’s not that interesting to you. I want something bolder, brighter. But the CEO of Apple is coming out. And my heart stops. After all, what if it’s a surprise?
It’s great that the company manages to repeat this focus again and again. Consider that she regularly (twice a year) gives us, if not a holiday, then its atmosphere, its feeling, and with it a traditionally good thing (socks are wonderful, after all), even if it does not change our understanding of the world of devices.
So it happened this time. Without new blue oceans. They say that we have had enough of watches, whose sales Apple has not talked about so far, but reduces the price (to $299 for the younger model), we have had enough of Apple TV, whose results the company also does not advertise, and we have had enough of phablets and giant tablets.
At today’s presentation from Cupertino, Apple seemed to say, “guys, let’s imagine that we didn’t have any of this, let’s live like in the good old days,” and presented two strange devices. New iPhone and new iPad.
The new iPhone is a replica of the iPhone 5, which will be 4 years old this year. Almost a copy. There definitely wasn’t a pink version before. Called SE. Like an abbreviation of second editon (second edition). Comical. The “second edition” of the “five” has already been released — iPhone 5S in 2013.
The new iPad is also like a joke. It’s called iPad Pro. The same name is given to the 12.9-inch monster that Apple put on sale last November. Only here’s a novelty – the spitting image (up to a gram) of the iPad Air 2.
Both are expensive and beautiful. Both are powerful. Both are still about the holiday. Only such, without surprises, with the bitter understanding that Santa Claus this time decided to wrap in foil not a creative gift, but a pair of socks.
