We all knew what was coming and there didn’t seem to be that much to get excited about, but I wanted to be excited. I’ve been an Apple fan for years and years and years. I’ve owned more Macs & iPhones than I’d care to remember. I’ve invested in the Apple ecosystem, into the Apple world, and I want them to do what they do best.
I want them to be creative. I want them to deliver the products that I know they’re capable of — and also with that level of excitement that we know they’re capable of. But just recently, it all seems to have fallen a little bit flat.
Apple is the master of PR — their campaigns are amazing and the adverts are stunning. As for the events now, they’re just gorgeous. The production, the lighting, the transitions — they’re like a mini-movie — they could almost be a series on Apple TV themselves.