Welcome to our weekly Apple Breakfast column, which incorporates all of the Apple information you missed final week in a helpful bite-sized roundup. We name it Apple Breakfast as a result of we predict it goes nice with a Monday morning cup of espresso or tea, but it surely’s cool if you wish to give it a learn throughout lunch or dinner hours too.
The sound of silence
Consternation in Macworld’s digital workspace final week, as editors clashed over how we must always cowl the earth-shattering information that Apple… had tweeted a photograph of a lugubrious Adam Scott. Because it occurred, we determined in the long run to largely ignore it (apart from this text, I suppose… whoops!), and I can reside with that. However it did make me take into consideration the ability of figuring out when to maintain quiet.
For the file, you see, I used to be in favor of writing concerning the Scott shot for the easy purpose that it got here from Apple itself. Certain, the tweet contained no precise bulletins in any respect, and nearly definitely referred to the easy information that the eagerly awaited Severance season 2 (as was confirmed elsewhere by director Ben Stiller) is again in manufacturing after a number of delays. Or perhaps Apple simply wished to remind those who the present exists. Or perhaps it was merely reward for Scott, who was nominated for finest actor at the very least 12 months’s Golden Globes and Primetime Emmy Awards however misplaced.
We’ll by no means know, as a result of Apple mainly by no means feedback on launches that haven’t occurred but—even seasons of widespread TV exhibits—and the very fact it was doing so, even cryptically, felt in some way momentous. Can’t we take this as a sign that the brand new season can be right here quickly, I tearfully begged my colleague Jason, however he was adamant that it didn’t imply that, regardless of how a lot I wished it to. And he was proper.
Nonetheless, it’s wonderful how rather more folks listen while you’re not continuously tugging on their sleeves. Apple on this regard is a type of reverse boy-who-cried-wolf. Think about if the boy by no means ever commented on the whereabouts of the wolf over a interval of years, and certainly grew to become identified for his obsessive secrecy as regards wolf sightings, sending round paranoid memos about leaks and refusing to permit his sheep to do business from home for worry they may spill the beans to their family members. In that context, you’d determine the villagers could be hanging on the boy’s each phrase, proper? They’d be longing for wolf information, determined to listen to the newest wolf information. There would in all probability be a wholesome ecosystem of internet sites dedicated to the newest rumors about when the subsequent wolf will seem, in addition to its possible design adjustments and new wolf options.
Evaluate Apple’s technique to these of rival tech giants. Forward of I/O 2023, for instance, Google straight-up confirmed that its Pixel Fold could be mentioned on the occasion. It didn’t ship spherical invites with the not-so-cryptic tagline, “Folding Cash,” or have Sundar Pichai point out in an earnings name that he thinks foldables are a promising market, it simply gave out the knowledge utilizing regular phrases. That’s not the way you generate rumor buzz, guys. Study from one of the best.
I’ve moaned fairly a couple of occasions about final 12 months’s lack of main Apple bulletins, as Imaginative and prescient Professional precipitated a useful resource drain for different merchandise. However I’m wondering now if Apple performed it about proper. It ran the compulsory occasions—you couldn’t go a full calendar 12 months with no iPhone launch with out tanking the inventory value, and WWDC is related in ways in which transcend new merchandise—but it surely stored them brief and candy, skipped the spring occasion altogether, and usually performed issues cool. When Imaginative and prescient Professional arrives, Apple watchers can be hungry for one thing large to chew on, somewhat than bloated after filling up on bread. And if the corporate can nonetheless set off a rumorganza by tweeting a photograph of a melancholy actor, its groundbreaking new wolf–sorry, I imply mixed-reality platform–is bound to get a full of life reception.
And with that, we’re completed for this week’s Apple Breakfast. For those who’d prefer to get common roundups, join our newsletters. You may also observe us on Facebook, Threads, or Twitter for dialogue of breaking Apple information tales. See you subsequent Monday, and keep Appley.
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