It’s the final keynote—da da da daah, da da da da daah!
11:06 am, January 6th, 2009, Craig Grannell
Well, there we have it: Phil Schiller’s delivered Apple’s final Macworld keynote while Jobs recuperates, and since Apple didn’t present a new iMac for $5, an iPhone the size of a window (and another the size of an SD card) and world peace, we can be sure its stock price will plummet accordingly.
If you took the sensible approach and didn’t have crazy expectations, this wasn’t a bad keynote, although it’s hardly going to go down as a particularly memorable one, which is a shame since it’s Apple’s last. Some of the new features in iLife ‘09 (facial recognition in iPhoto, improved interface components in iMovie) and iWork ‘09 look pretty good (although the full-screen view on Pages won’t wrench me away from WriteRoom any time soon), the online iWork demo seemed decent enough, and the 17″ MacBook Pro even throws pros a bone by offering a matte option. (Note, though, how the 24″ display you can hook it up to is glossy-only! Clearly, someone at Apple has a warped sense of humour, and I’ll bet it’s Mr. Jobs.)
There was one somewhat worrying aspect to the keynote, however, and that’s the way in which Apple was playing catch-up in the key area of music. Incredibly, the iTunes portion of the keynote was saved for Apple’s usual showstopping ‘last thing’. What we got: Apple canning its pricing structure to offer tiered pricing (boo!), but providing DRM-free tracks (hurrah!). In other words, it’s now the labels that have Apple by the short and curlies, finally forcing the Cupertino giant’s hand.
Being able to buy via cellular networks via iPhone is a nice touch, though, and could become a key differentiator in the long run, although that tiny slice of Apple won’t be enough to tempt me back from Amazon and Play.com just yet.
Minus a million points, though, for not getting Tony Bennett to sing out the keynote with: We’ll meet again, don’t know where, don’t know when, but I’m sure we’ll meet again some sunny day!
(Oh, and it’s now business as usual if you’re in the UK: with Sterling getting a kicking, Apple’s now seriously hedging its bets. The $169 Mac Box Set translates to a whopping £149 in the UK—I was hoping for £135, but then I’ve decided to be an optimistic sort this year.)
Posted by Craig Grannell in News | Comment on this article
