Welcome to our hebdomadary collection of all the Apple news you neglect this calendar week , in a handy sharpness - sized roundup . We call it Apple Breakfast because we think it goes great with a morning loving cup of coffee berry or tea , but it ’s cool if you want to give it a read during dejeuner or dinner party hr too .
Missed opportunities
We were hoping it would be a big one , and Apple’s“Peek Performance ” eventdelivered in spades . We got the eagerly anticipatediPhone SE update , theiPad Airwe waited for all of last year , and ahigh - power Macin a compact chassis , with afancy displayto go with it . There was something for everyone .
The Mac Studio is a compelling launch , and we have few complaint on that score . But the iPhone and iPad annunciation were each , in their own way , reminders of road not taken , of chance missed . beholder were left to wonder what could have been , if Apple had made slightly different choices .
The third - gen iPhone SE , as I’veargued at lengthelsewhere , is a budget telephone set that ’s nowhere near as budget - minded as it should be . With a a motley bag of tech specs and a intention that pre - dates “ Schitt ’s Creek , ” the SE should be slue out at comfortably sub-$400 prices . Instead , the gimmick fuck off a pricebump(which Apple presumably finger is justify by the inclusion body of 5 G support ) , and meg of potential sale in a market Apple has never successfully catered for vanish into the ether .
The iPad Air , meanwhile , is an physical object lesson in the problem that can arise when one part of a company is worried about treading on the toe of another . When the last Air launched , back in 2020 , it instantly eat on the 11 - inch iPad Pro ’s dejeuner : why would someone grease one’s palms a professional when the Air was available , with most of the premium features at a far lower price ? And when Apple refuse to update the Air for the entirety of 2021 it was difficult to lam the suspicion that the company want to give the next iPad Pro model a opportunity , like the uneasy parent who fix their older kid wait 10 minute before link up the Easter egg hunt .
secondly - judge Apple is a soft touch ’s errand , and it ’s entirely possible that the alternate universe where Apple released an iPad Air in 2021 and price the new iPhone SE below $ 400 is also one where a penniless Craig Federighi has to cut his own pilus . Focusing on premium products has always been a lucrative scheme for Cupertino . But there ’s also room for the big - trade budget gimmick , and it ’s intriguing to imagine a earth in which Apple makes a real attempt at conquering that food market .
The Mac Studio is theupgraded Power Mac G4 Cubewe waited 22 years for , reckons Roman Loyola .
Apple finally made the Mac that putseverything in its correct place , sighsa relieved Jason Snell .
Jason Cross has take in charge adeep diveintoall matter M1 Ultra .
Andjust like that , the next iPhone SE is alreadydestined to be a floating-point operation .
We ’ve been poring through thefine print of Apple ’s consequence . Michael Simon spotted12 small but meaningful detailsyou might have missed .
The rumor mill
IDG
call up we ’ve had enoughproduct - launch excitementto last a twelvemonth ? Wrong . Here’swhat ’s next for Appleafter that exciting spring upshot .
Thenew MacBook Airmight consumption arecycled M1 crisp , not the M2 .
Do n’t worryMac mini fans , the model you wantis still coming .
Did Apple justkill the 27 - inch iMac?It seems so .
