The Strategist

Apple's unexpected presentation: What to expect?

11/20/2019 - 10:22

On December 2, Apple will hold an extraordinary press presentation. As follows from the invitations sent to reporters, the event will be dedicated to “our favorite applications and games of 2019”.

Jamie McCall via flickr
Jamie McCall via flickr
This notification came out of the blue for both analysts and the press. If the company is really going to talk about the most popular games and applications, then earlier Apple issued a regular press release, in which it listed names and developers. Now, probably, the company wants to arrange some kind of award ceremony instead of a regular release. It is possible that Hollywood stars with whom Apple has contracts thanks to the streaming service Apple TV + will be invited to participate.

As for the announcements of new devices, it is unlikely that any of them will be presented on December 2. Apple introduced three new iPhones this fall, the new Apple Watch, an AirPods upgrade called AirPods Pro, and a 16-inch MacBook Pro. The last two devices were supposed to be presented at some October presentation, which eventually did not take place, so the company made announcements outside the official event.

The only product that was announced but never saw the light is the new iPad Pro.

In August, Bloomberg announced that Apple was preparing 12.9- and 11-inch versions of the iPad Pro with an improved camera and processor.

Nevertheless, there is no reason to believe that the iPad Pro will be presented at the December presentation. Most likely, the whole event will be dedicated to the company's services, which will once again demonstrate how the firm is shifting its focus from devices to services, because this year Apple introduced three new independent services at once - the gaming Apple Arcade, the streaming Apple TV + and Apple News + .

If Apple really focuses on applications and developers on December 2, then it can use this chance to prove that software is just as important to it as hardware.

However, we should never forget about “one more thing” - which has already become a cult phrase from Apple presentations, signaling some kind of additional announcement.