Apple Springs Into Action

Kind of an odd place to start, Apple.

Kicking off a round of (primarily) hardware announcements by rolling out changes to the Apple Card is weird. Not that they spent much time on it–but I’m sure we’re all relieved to know that you can now share your Apple Card with your family. How this differs from every other credit card in the world allowing you to get additional cards for family members is unclear. I’m sure Apple will explain eventually, given their dedication to transparency and open access.

Anyway.

We all know the most important news goes up front, right? So apparently the biggest thing coming out of Apple is a new color for the iPhone 12: purple.

I like purple. I might buy a purple phone if I was looking for a new phone (I’m not). But I can’t help but think Apple is indulging in a bit of lede burial.

What else did they spring on us?

After literally years of speculation, Apple has finally released the AirTag. This is, of course, Apple’s version of the Tile and TrackR devices*. As long as you’re using it with a reasonably recent Apple device (maybe a purple iPhone?), you can get actual directional information. That right there puts them miles ahead of TrackR. It’s unclear how large AirTags are, but it’s worth noting that they use a CR2032 battery. Easy to find (sorry) but does impose a certain minimum size not all that much smaller than a quarter.

* Yes, TrackR is still around. Their latest product is the “pixel” (what is it about their refusal to use capital letters?) which they call their “lightest and brightest” tracker. It’s “about the size of a quarter” which isn’t much smaller than the old product I reviewed four years ago. I don’t plan to review them to see if they work any better.

What else? Hey, a new Apple TV. 4K, of course (I can hear all of the enthusiasts/first adopters asking why not 8K. Shush.) More powerful than any previous Apple TV and it comes with a new remote that doesn’t include the damn trackpad–actually it seems to be a callback to the much-loved iPod Classic with its five-way click wheel. That right there seems like sufficient reason to buy the new model if you’re looking for a streaming box.

Then, of course, there are the new Macs.

Remember the original iMac? The one that came in all of those cool colors? Check out the new iMac. Twenty-four inch screen with a more-than-4K resolution. Thinner than many TVs. And, of course, boasting the same M1 chip found in last year’s MacBook and Mini–that’s good and bad. On the plus side, they’ll be fast and not too power-hungry. On the down side, they’re limited to the same 8GB of RAM as the MacBook and Mini–that may be a bit limiting for a machine that’s historically been pitched as a good starting point for people who want to experiment with video.

And, as you may have gathered, a literal rainbow of colors–with matching keyboards and mice. Personally, I’d like to see an ability to mix and match. Purple computer with blue keyboard and red mouse, anyone? Or am I the only one who likes to get away from color coordination from time to time?

Anyhow, Apple also announced a new iPad Pro. With an M1 chip.

Way to blur the lines between computers and tablets, guys.

Though, as a friend of mine pointed out, pairing the new iPad Pro with a keyboard, and you’re getting awfully close to the touchscreen laptop Apple fans have been demanding for years. If you don’t mind being limited to the iPad version of apps. That’s probably a dealbreaker for me; I know the iPad versions of Office and the various Adobe apps are getting better and better, but there are still things you can only do with the computer versions of the programs. Hey, Apple, how about an iPad Pro variant running MacOS?

And that’s about it.

Most of the hardware will be up for preorder at the end of the month, with shipping in late May. Not too long to wait.

Oh, and if you gotta have a purple iPhone, you can pre-order it this Friday and get your hands on it April 30–assuming they made enough to keep up with the demand.

5 thoughts on “Apple Springs Into Action

  1. Indeed, those of us who mess with video (and even RAW still photos) are frustrated by Apple’s RAM limitations and the virtually constant need to have an external drive attached.

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    • It obviously works for Apple–what’s their market valuation again?–but even so, it seems a strange approach. A sign that they’ve changed their focus from “The computer for the artistically inclined” to “The computer” (and with the iPad-forward emphasis in recent years, “The non-computer computer”).

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