Welcome to our weekend Apple Breakfast column , which admit all of the Apple news you missed this week in a handy bite - sized roundup . We call it Apple Breakfast because we opine it go expectant with a dawn loving cup of coffee or tea , but it ’s cool if you want to give it a read during lunch or dinner time of day too .
Why wouldn’t Apple hold an October event?
Like theChicago Daily Tribunesplashing DEWEY DEFEATS TRUMAN on its front page in 1948 , the modern - twenty-four hours tech author always risks being made to search dopey by unfolding event . So I ask the sympathetic lector not to judge the following words too harshly if Apple , in its usual infuriating manner , resolve to send out consequence invitations sometime next workweek .
As you interpret this , however , such invitation have not yet been coming , and with half of the month gone , time isbeginning to take to the woods shortfor an event in October . ( Invites normally go out roughly a week before the consequence , which intend at the very least we ’re looking at something significantly afterwards than the October 18 and October 13 effect Apple has held in the past two long time . ) And if Apple does n’t hold an case in October , that ’s plausibly it for the twelvemonth .
If 2022 ends with no further Apple events , we ca n’t say we were n’t warn . Late last month the wide respected leaker - psychoanalyst Mark Gurmanprepared the tech world for disappointmentby auspicate that Apple was “ more potential to liberate its remaining 2022 products via insistence releases ” simply because they were n’t exciting enough .
“ None of these unexampled products is a major release for Apple , ” he explained . “ That has me thinking : Does Apple really have enough here to make it worth pulling together another highly svelte launching case ? ”
There ’s a certain system of logic to this principle , and it ’s potential that Tim Cook has settle against an October event for precisely these reasons . But I do wonder if a sluggish consequence is worse than no consequence at all .
The first pointedness to make is that Apple ’s events these days do not ( needfully ) need the huge logistic operations of years past . Since the pandemic began , the company has shown itself to be skillful at practical events , and many of usactually prefer them . Organizing a practical event for certain is n’t campaign - free — just attend at the high production values of the video , which require clock time and money to make — but you do n’t need to fly journalist and partner across the ball , or mobilise enough catering to feed a minuscule village . It ’s a comparatively broken - resource venture .
And what do you get in return for that relatively modest outgo ? Publicity . Eyeballs . Buzz . prevision . The chance to put up on stage with the tech world watching and introduce your products in exactly the direction you want . Apple has the in effect marketing operation in the world . But it still needs a political program .
So the new Macs and iPads might not be a groundbreaking tone forward . But they ’re still significant , and Apple still needs to sell them . The best manner to do that is by seize the customer ’s aid and doing your best elevator pitch , not by hiding it in a closet waiver . There must besomethinginteresting about the young products , so focus on that . Tell us about the progress of macOS Ventura . Give us a sneak peep of the next Mac Pro . It ’s your merging , Tim . Grab the mike .
Because finally , what ’s the worst that can happen if it ’s less exciting than the iPhone launch ? perhaps more people than usual grow off the current before the end . ( Though the ever - present medical prognosis of a One More Thing makes that highly improbable . ) Maybe there are some unkind memes on Twitter . ( That occur anyway . ) Maybe there ’s a moderate rather than a vast ear in purchase . ( The holidays will wipe off all that . ) All of these bad - case scenario are better than the alternate universe in which no outcome happen at all .
I can recall of only one aftermath that ’s worth worrying about , and that ’s recede your audience in the long terminal figure . If you ’re the male child who cry wolf , and the savage turn out to be a pocket-size iterative upgrade on the previous wolf , maybe the villagers wo n’t listen next time .
It ’s potential to imagine a world in which this happens , but we ’d have to be spill the beans really elite layer of boredom . Because Apple ’s audience is unco durable , and between you and me , it ’s had destiny of boring events in the past . Last yr ’s iPhone launch was n’t exactly a humdinger . In 2020 , the ship’s company held an astonishing three consequence across the fall , and we saw no evidence of referee aid flagging . Google the idiom “ boring Apple event ” and you ’ll see how many times the companionship has been perceived as dull in the past , without perceptibly losing its relevancy .
No , this looks to me like another case of all top , no downside . I ’ve argued in the past that Apple should hostsignificantly more events , not fewer , and this fall is a guinea pig in gunpoint . Come on Apple , announce an October event !
Apple’snext braggart thingcould be theboost its smaller things need .
Licensing macOS wasalways a terrible idea – but now it looksworse than ever .
Roman Loyola explain how anew iMac Procould pass Apple’sall - in - one Mac to illustriousness .
German airline Lufthansa began the weekbanning AirTags on its flights(and denying responsibleness ) . It end the weekunbanning them(and denying responsibility ) .
iPhone users onWindows 11will soon get Mac - likeiCloud Photos integration .
The rumor mill
With a roar , or with a rustle ? The wayApple ’s October products arrivewill say a tidy sum abouthow important they are .
With beta 11 out now , thelaunch of macOS Venturacould be impendent . Here ’s how toprepare your Macfor the new O .
Podcast of the week
The Lightning era on the iPhone is come to an end , but is its replacement a dependable option ? We ’re let the cat out of the bag aboutUSB - Cand Apple ’s future with the connector in this episode of the Macworld Podcast .
you may get every episode of the Macworld Podcast onSpotify , Soundcloud , thePodcasts app , orour own situation .
Software updates, bugs & problems
Facebook has warned iPhone users todelete 50 ‘ malicious ’ appsthat may havestolen watchword data .
If you’reriding a rollercoasteryou might want to bend offCrash Detection .
