Because last week’s email was delivered with the subject line ‘My WWDC hardware predictions’. If you’re a member of my weekly newsletter (there’s a free link at the bottom of this article, if you’re not), you’ll no doubt have signed off from the WWDC keynote with a wry smile. That’ll teach me to fall off the rumour wagon. You should never expect hardware!īoy, are they right. those who really understand its purpose and who probably develop software for a living) will be clenching their fists at the sight of the word ‘hardware’ above the fold on this blog post. It’s a development conference, they’ll say. The people at whom WWDC is directed (i.e. This is – and has always been – personified by Craig Federighi, VP of Trendy Dads, who spent most of this keynote inexplicably throwing iPads into the air and pointless emerging from presentation screens.Īt least there weren’t any whales this time.Īnyway, let’s address the inconspicuous elephant in the room. All it’s missing is a yellow jumper draped over its shoulders and a pair of New Balance trainers. It’s the trendy dad of tech companies barging in on its teenage kids’ Netflix and pizza sleepover to throw in a few ill-timed pop culture jokes. But, Apple is often a bit weird with this stuff. They were everywhere, from the pre-event looping video to the rather spooky scene of Tim Cook entering the Steve Jobs theatre to a room full of whooping and hollering Memojis. While you can never have too much cowbell, you can absolutely have too much Memoji, and Apple still hasn’t latched onto the fact that no one outside of their spaceship campus cares about these little bodiless beings. Once again, it was an entirely online-only event, this time opening with what can only be described as an overwhelming amount of Memoji. That’s it – the WWDC keynote is over for another year.
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