Before yesterday I have never watched any of the Apple Events, just read about them, so when MacWorld from IDG published how to take part of this iconic events from your own home I jumped on the train.

So at 19h00 European time I was ready, the Apple TV app “Apple Evants” downloaded and I was ready to be the fly on the wall and experience all the fantastic keynotes, news and inventions I previously just read about.

What an anticlimax! Even if I really like to see the new products the event as an event left the viewers with a lot to wish for. The “fiesta” never took place and like an E.T. , just arrived to earth, I wondered why are the people in the audience so amazed all the time? All the, almost hysterical, applause?

But let’s see what Apple presented: A computer game platform, The new streaming service Apple TV +, news from the retail department, updated iPad, updated iWatch and the next generation of the iPhone .

To be really into this kind of event, your number one reason for step into hype mood is corresponding to the fact that you will buy a new product or love some of the services provided.

So first, I never play computer games so the new platform for gaming kind of fell through. OK, I lied a bit, I like geopolitical games but have no time to sit for hours and play. And since the game “Caesar” no longer is on the market I don’t play much. Another fact is that since I went from PC to MAC it kind of ended my computer game era. Since games on MAC is more about action games and not many geopolitical games or simulation games made for MAC. So the presentation on the game platform, not my cup of tea.

Apple TV +, turned out to offer the streaming platform to an reasonable price so I will most likely try it out. Not bad at all but a streaming platform kind of not feel like a new thing, even if it is on the Apple platform.

iWatch – Yes I have an iWatch and my take on this is so far that it is a toy. I am not at all sure I ever will buy another iWatch after this one. Things I wish for to use it more is obviously not even on Apples road map for iWatch and the presentation yesterday did not change my mind. It still is a “fun to have” gadget but far from necessary if you not a health fanatic. Counting steps, heartbeats and how many apples a day is nothing I ever will do. To show the artwork of the music you play instead of only showing the iTunes controls on the clock-face still not in the developers minds but stay on my wishlist.

iPad. iPad is a fantastic product but something you as a consumer most likely don’t upgrade as often as an iPhone. You buy it and keep the one you have until it’s not possible to upgrade it anymore. But the new features on the upgraded iPad was nice once and I will get a new one in future but maybe not yet. Even if, I made the mistake to buy an iPad Air last time I upgraded my own iPad. Useless device if you don’t live in an world with Wi-Fi everywhere.

iPhone. A new iPhone always put me in a state of panic and the “must have” mantra start to circle in my mind, and nothing changed this state of mind during the Apple event yesterday. An iPhone 11 Pro creates a feeling of “how is it possible to live without this device”, which is completely idiotic since I only use my phone for a few things: Social Media, read emails, text messages and play music. I hardly ever use it as a phone, it’s not a phone it’s a text message machine.

But still I want to upgrade but the only reason for not doing so is that the iPhone I have now is kind of my limit for how big I want my phone to be. I never upgraded to iPhone Xs cause it’s to big and the iPhone 11 Pro, if not bigger, do not shrink in size. So a purchase decision still pending.

And again i miss any news on the iTunes changes coming up and if Apple finally instructed their developers to look into the fact that if you have an enormous mp3 collection, tagged so it fits you and your lifestyle it’s not possible to subscribe to Apple Music. All I want is to join the Apple Music platform but when I join be able to click a box saying “do not upgrade existing mp3 files”. Music I then buy no problem, I can re-tag them one by one when purchased, but to upgrade with the mp3 collection you have ans see all files change tagging data into how Apple want it to be is not a choice if you have a music library with over 50 000 titles.

There is also a risk that you will end up with doublets in your library just as it happens today when iCloud sometimes gets, what we call in Sweden, “tuppjuck” (translates to “RoosterFucking”), and without your request download all purchased music in mp3 to their own format, AAC.

Actions like the above mentioned do not correspond to Apples promise during yesterdays event, to follow the single consumers needs and personal needs to customize their products and services. When it comes to iTunes it is iTunes who decides, not the consumer.

So this was my outtake from my first ever watched Apple Event and it’s presented products. All the above is my own input and not necessarily how anyone else in the world experienced it. In fact, I look forward to read some tech nerds reactions the upcoming days.

Live long and prosper,

Björn

The photo is copyright Getty Images, and downloaded from Internet to give a visual of Apples, and Apples different products presented yesterday.