How do you keep people interested when you’re launching almost identical products year after year? At the Apple conference this week, the tech behemoth provided another masterclass in showmanship with a marathon two-hour-and-20-minute keynote session where it touted all manner of beguiling updates. Its new iPhone and iPad keyboards (where you swipe, rather than tap, to type) were particular crowd-pleasers as was its Apple Maps update, which will provide a more polished alternative to street views in Google Maps. The only misstep came with the unveiling of its new super-powerful $6,000 (€5,300) computer where it was revealed that the monitor, itself costing another $5,000 (€4,400), then required a stand that could cost up to an extra $1,000 (€890). Finally, the HomePod smart speaker will have access to live radio stations including Monocle 24 (about time too).
But beyond the headline-catching innovations, Apple has its work cut out. Other handset-makers are rushing to market with 5G phones this year. The rumour is that the first Apple iPhone capable of supporting the new network won’t launch until autumn 2020. While the public may not be that bothered about a faster phone network, all it will take is one killer 5G app to capture the public’s imagination and Apple will look like it’s falling behind.