No doubt about it – some of the biggest tech companies are frequently tested by a challenging quarter, a new product launch, or a new CEO. This week, Apple’s going to face all three major tests. Tomorrow, it’s their annual launch event, and pundits are expecting it to be a memorable one. This year, there’s a lot going on, or at least rumored to be going on.
“Surprise and shine.” Now, what could that mean? (A theory at the end of this post.)
The buzz is all about the launch of a new foldable phone (that will compete with Samsung’s new Galaxy Z Fold 8). The “iPhone Ultra” may retail for as much as $2,400, a significant increase for a smartphone-like device, raising questions in the investment community about whether consumers will pay the price. (Prediction: they will).
As The Verge reported (or opined), Apple is once again “fashionably late” on what could be a big smartphone trend. Samsung beat them to the foldable party, so the question is whether the “Ultra” will be better or perhaps more importantly, cooler than its competitors in what could become a foldable race.
All of that makes lot of sense because this will be the first of these events in 15 years where CEO Tim Cook won’t be strolling out on stage to introduce these new developments. Instead, it will be his successor, John Ternus (pictured), a true “hardware guy” as Fast Company refers to him.
Sure, there was a lot more on the line when Apple had to replace Steve Jobs after his death. There’s consensus the choice of Tim Cook as his successor was a home run. The company is hoping its choice of Ternus turns out to be just as propitious, especially as technology is now at an “AI crossroads.”
And that portends the other drama for Apple – the degree of progress they have made or haven’t made on the AI front. Clearly, the company with the reputation of being different has lagged behind most of the typical players when it comes to artificial intelligence. Given Apple’s partnership with Google Gemini for a more AI-capable version of Siri, there’s a lot on the line – on Main Street as well as on Wall Street.
There’s always a great deal of anticipation around this event every September, not dissimilar to the way “the new Fall Season” on network TV used to capture our interests.
Clearly, the Apple event turbocharges the rumor mill, and this year is no exception. Techie sleuths have been on hyper-alert to try to predict changes to AirPods, the HomePod, Watch, iPad, and other Apple staples.
Interestingly, one suggested the name of this year’s event – “Sunrise and shine” – may itself contain an important clue. Last week, Apple released the next generation of its always-in-demand Polishing Cloth. Is it possible to spend three minutes talking about this product and how to use it? AppleInsider thought so:
https://www.youtube.com/watch?v=ZEpe6RdEFxk
As every other Apple products gets more pricey, this updated product, first introduced in 2021 for $19 – it sold out – can now be purchased (and free shipped via Amazon Prime) for just $9. Someone inside Cupertino corporate decided that amidst all the other product price hikes, a deep discount on a popular accessory would be well-received.
Here’s the new Polishing Cloth, taken directly from Apple’s website:
The excitement in the air is palpable.
Given how the first generation Polishing Cloth has become a social media meme, there’s no telling how this year’s model will be received.
We’ll be watching…and polishing.
@slushyynoobzz POLISH CLOTH! #thatmartinkid #applereview #slushynoobz #slayyyter #martin @martin @martin ♬ CRANK – Slayyyter
As you read this, new CEO Tarnus is likely polishing up his presentation. We’re about to see whether he’s cut from the same cloth as Tim Cook.
President & Founder at Jacobs Media
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
