Apple execs uttered the term “5G” so many times during Tuesday’s iPhone 12 unveiling that they could have triggered semantic satiation. (That’s when you hear something so many times that it starts to sound … really weird.)
If their repetition of the word didn’t burn 5G into your brain — or turn your gray matter into mush — the 5G supercuts that followed certainly will.
And I imagine workers in Apple’s marketing department filled with a gut-churning mixture of righteous anger, paranoia and dread.
What could cause such unpleasantness inside the pristine glass walls of Apple’s spaceship HQ (or within remote employees’ home bubbles)? Tuesday morning, images of the entire iPhone 12 lineup and HomePod mini leaked just hours ahead of Apple’s “Hi, Speed” event.
It happens before every Apple event. The rumor mill, tech blogs (hello), and iPhone-obsessed nerds pin every hope, dream and desire on the next version of Apple’s devices.
More often than not, those desires are dashed, pushing those wants off to another event. While Apple’s iPhone 12 event showed the steps the company is taking toward iterating on its most popular device, there were also some things left on the wish list.
Apple’s beloved MagSafe branding made its return at Tuesday’s “Hi, Speed” Apple event. And, if it’s not quite like it was before, isn’t that the same as every single story about something being brought back from the beyond?
The new, different version of MagSafe will allow users to snap on accessories to the back of their iPhones. Think wallets, cases and — in a new move for Apple — its first official wireless charging pads for iPhone.
The wait for iPhone 12 Pro and iPhone 12 Pro Max is over. During its big “Hi, Speed” keynote on Tuesday, Apple showcased its latest flagships with a dazzling new design inspired by iPad Pro, super-fast 5G connectivity, and the latest A14 Bionic chipset.
The lineup also brings new color options, improved cameras, and MagSafe — but not as you know it. You can preorder yours this Friday, October 16, before the new handsets make their official debut one week later on October 23.
Apple took the wraps of the HomePod mini Tuesday, showcasing a pint-size smart speaker that promises high-end audio at a lower price than its big brother. But the most interesting parts might have nothing to do with music.
With Apple’s custom U1 ultra-wideband chip inside, the HomePod mini also can serve as an advanced hub for home automation. A new Intercom feature promises to connect family members wherever they are. And, in typical Cupertino fashion, the speaker will work closely with other Apple devices.
Like the larger HomePod, the small, round smart speaker comes wrapped in a mesh fabric. A backlit touch surface on the top offers volume controls and shines during Siri interactions.
The HomePod mini measures just 3.3 inches high by 3.9 inches wide, and weighs just 0.76 pounds. It packs one full-range driver and dual passive radiators, and it leans on what Apple calls “computational audio” to deliver high-quality audio out of this smaller form factor. Despite many of Apple’s glamor shots making it look totally wireless, the HomePod mini relies on a cord just like its big brother.
An experience ‘only Apple can deliver’
Long-time Apple fans might not be too shocked to hear that the $99 smart speaker will offer an experience “only Apple can deliver.”
The only thing wrong with Apple’s product-release events is that there aren’t enough of them. The company supposedly will put on three of them this autumn — and while that’s a good start, there needs to be many more.
Apple held a product-release event in September, and will announce more new products at a second event on Tuesday. Unconfirmed reports point to a third event in November. But there’s no reason to stop there. Apple should keep holding them every month. They get us excited about new products, which is good for Apple — and for Apple fans, too.