I did not “Let Loose”

From the Apple Canada website. Missing: Tim Cook saying, “Good mooorning!”

Apple had an “event” today, and I put that in quotes because the event is just another pre-recorded video showing off new hardware. Apple also decided to air it at 7 a.m. Pacific, so I assume they are past getting live views and just want the video out early so tech sites, “influencers” and the like can spend the rest of the day posting stories about what got unveiled. Unless the EC beings down new restrictions on Apple today, then all the various media will pivot to that story, because it’ll be a lot juicier.

I doubt I’ll go back and watch the video now, because what was revealed had all been leaked days, weeks and in some cases, many months earlier. The highlights:

  • iPad Pro but with OLED and M4. Thinner, just the way Apple likes it! Otherwise, it’s an iPad.
  • 13″ iPad Air (new) and 11″ (same) with M2 (new, but -2 from the M4). Gotta differentiate Pro from Not Pro. Otherwise, it’s an iPad.
  • A fourth Apple Pencil, but now it’s Pro1Next year Apple will change its name to Apple Pro Inc.. But it also works with the new Air. But it also only works with the new Air and new Pros, meaning Apple now has four pencils in its line-up that all work with different models and generations of iPad. This Pro one includes a squeeze gesture and “barrel roll” feature. It’s otherwise an Apple Pencil.
  • Apple killed the $329 ninth-generation iPad and brought the price of the 10th generation model down to $349, from $399. This means an overall price increase for the base of $20, which is not bad considering the features of the 10th generation.
  • All front-facing cameras are now on the long side of the iPad. It only took them 14 years to fix this.
  • The base model of the iPad Pro 13″ model, equivalent to the one I got in 2020, now comes with 256GB of storage instead of 128GB. That’s good. It starts at $1800. That’s bad. In fact, it’s ludicrous. Add an Apple Pencil Pro®? It’s now $1968. Fancy a “magic” keyboard, too? $2417. Now, add your taxes and…$2,707.04! Also, note that unless you go for the 1 or 2TB storage options ($830 and $1380 more, respectively), you actually get a binned M4 with fewer cores. Watch the Luke Miani video below for more on this.
  • Fun Fact: That 2020 iPad Pro I bought cost $1169. If you add about $150 to match the 256GB of storage for the new model, it comes to $1319, which is still almost $500 less than the new one. I mean, I understand Apple charging so much more. OLED is a brand-new screen technology Apple just invented, and the company is desperately in need of revenue, as it is down to its last few pennies.
The video is better than the thumbnail.

And that’s about it. Just refinements, some (rather large) price increases, more product confusion, more gating (the Apple Pencil Pro works on the new iPad Air, which has no new hardware, but won’t work on the older M2 iPad Pros, which run the same SoC) and a bunch of iPads. I don’t think these will move sales much, other than the 10th gen now being sensibly priced.

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