The biggest takeaways from Apple’s tiniest keynote in years

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A size for every hand.
A size for every hand.
Photo: Apple

Evolution, not revolution, was the tone of today’s low-key Apple event. Smaller is better, says Apple, with two big product “reveals” that show off compact new devices with impressive internals.

While most of the announcements today have already been discussed and dissected, like the 4-inch iPhone SE, new Apple Watch bands and a smaller 9.7-inch iPad Pro, there were a couple of surprises.

Here are the biggest takeaways from Apple’s oddly low-key “Let us loop you in” event.

10 things we learned from Apple’s 60 Minutes episode

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60 Minutes
Jony Ive shows Charlie Rose the company's secret design studio.
Photo: CBS

60 Minutes host Charlie Rose took a deep dive into all things Apple in an episode that aired Sunday.

Featuring interviews with Tim Cook, Jony Ive, Phil Schiller, Angela Ahrendts and others, the show explored everything from the iPhone’s inner workings and Apple’s manufacturing in China to Cook dancing around the question of whether Apple is building a car.

Check out our 10 takeaways below.

Apple’s management shake-up could make great gadgets even greater

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New titles and responsibilities in management could reshape Apple.
New titles and responsibilities in management could reshape Apple.
Photo: Jim Merithew/Cult of Mac

Apple made some promotions and tweaked the responsibilities of some of its managers Thursday. Companies do it all the time without much notice or disruption to the goods and services they create.

But this is Apple. Any change in the way it does business could ultimately change our experiences with its product. That is the point behind CEO Tim Cook shifting and shoring up duties for some of his closet managers.

Apple’s unsung hero Jeff Williams is named new Chief Operating Officer

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The man described by Fortune as
The man described by Fortune as "Tim Cook's Tim Cook."
Photo: Apple/Cult of Mac

Apple today announced a bit of a corporate reshuffle — with Jeff Williams named Chief Operating Officer, VP of Hardware Technologies Johny Srouji getting a boost up to Senior Vice President level, and Phil Schiller expanding his role as Senior VP of Worldwide Marketing to include running the App Store across all platforms.

What happened to Apple’s marketing magic?

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fnf_1024
When will we see another "1984?"
Photo: Ste Smith/Cult of Mac

Chances are you can vaguely remember the last Apple ad you saw, but do you remember it in the same way you remember the company’s “1984” commercial for the original Macintosh, or its wonderful “Think Different” campaign? It’s been a while since we saw anything quite as iconic.

Friday-Night-Fights-bug-2Apple still creates great commercials we can’t help but talk about, but many fans would say those ads aren’t as good as they once were. Has Apple lost its marketing magic, or is it just too difficult to create truly iconic ads in the digital age?

Join us in this week’s Friday Night Fight between Cult of Android and Cult of Mac as we battle it out over these questions and more!