The much-anticipated Apple October event never happened. Apple took the rare step of unveiling the latest iPads and Apple TV via underwhelming press releases. But the company apparently did preliminary work to hold an event that would have been called “Take Note,” and some of this is still available.
Most notably, there’s a glitzy 9-minute video preview for the 2022 iPad Pro and iPad 10, just like the ones for other products at previous such events.
Welcome to Apple’s lost ‘Take Note’ event
Apple is famous for its product launch events during which company executives demonstrate new iPhones, or iPads or Macs in front of a live audience. The pandemic forced the company to take these virtual, but the tradition continues.
Just such an event was apparently planned for this month – it didn’t happen, though. Only the remnants remain.
Apple is currently promoting on Twitter the hashtag #TakeNote with a logo. This makes no sense because none of the press releases for products introduced on Tuesday make any mention of that phrase. But this was probably the name of the planned event, and Apple was stuck with the Twitter promotion after deciding to cancel it.
Also, take a look at a tweet from CEO Tim Cook to see some of the graphics from the non-event.
Watch the 2022 iPad Pro and iPad 10 release video
When COVID-19 made in-person product launch event impossible, Apple went to glitzy video presentations. And it made these for the iPad Pro and basic iPad unveiled on Tuesday. But rather than being introduced by Cook, they were merged and posted on YouTube.
It’s not like they’ve been buried – Apple links to the combo from the iPad product page. But they don’t get as much attention as they would have if they’ve been an important part of a “Take Note” event. But this video is all that’s available to those who miss having a full presentation of new products coming out of Cupertino.
Why no October event?
The 2022 iPad Pro offers a speed boost thanks to the M2 processor but little else that’s new. Likely no one is surprised that it was announced via press release. But the iPad 10 is a major redesign with a larger display, USB-C, a faster processor and other enhancements. It would have been at home as the star in an October event.
And the presentation could have even filled out with the updated Apple TV 4K, which is faster and smaller than its predecessor. This new device doesn’t even get a YouTube video.