Apple Keynote

Takeaways: Apple Keynote Sep 2017

Apple reveals the next generation of iPhonesss (8, 8 Plus and X), Apple Watch Series 3 and Apple TV 4K at the new Steve Jobs Theater at Apple Park this week. Put aside the debate over the worthiness of iPhone X, Face ID on-stage fail (or not) and the naming traditions of iPhone. Some takeaways of the keynotes still worth for more discussions.

AR Apps and Games may not ship as fast as the new iPhones

Despite the extensive coverage of ARKit announcement at WWDC in June, the “profound” technology as commented by Tim Cook was only slightly mentioned in the keynote last week with one game demo. Even the worldwide hit AR game Pokemon Go was not shown in a demo or even mentioned. On the consumer level, this level of technology might take more time to develop, or even years become popular. Only Snapchat made their appearance with face-tracking face filter during iPhone X demo with TrueDepth camera technology. There’s more to come just not as fast as we expected. As The Verge’s Nick Statt suggested, “More pertinent to the future of AR is how Apple will inevitably help it spread.”, since ARKit comes with all iOS devices that upgraded to iOS 11, instead of shipping with selected high-end Android phones like Google Tango does.

7 mins of female presence in 2-hour long keynote

There is always the lack of diversity in Apple’s company management, gender speaking and ethnically speaking.  Tim Cook acknowledged it was a problem in an interview in 2015. Yet there is only one female senior vice president today. (Rest are all white men). Angela Ahrendts, who joined Apple in 2013 from Burberry as Apple’s senior vice president of retail, finally appear on stage last week to give an update on Apple retail. However, in the two-hour long keynotes, women only took on stage and speak for 7 minutes. (and the discussion of Angela’s trench coat on Twitter was totally missing the point) Google bumped their female presence starting in 2014 Google I/O, increasing from 8 percent to 25 percent. Those were more significant than Apple’s, not only in assisting a demo, telling a bad joke but in product release and major announcement. Counting numbers and screentime might not be a way to show if gender equality has achieved, but it’s a sign at very least. In the recent battle of gender diversity in Silicon Valley, over Uber, Google and more tech giants, equal pay ranks, promotion opportunities are even bigger problems despite screentime Apple might be the next.

One woman and ten white male on Apple’s management page.

Indie musician shocked when her album artwork featured in iPhone X

I always admire the taste of Apple Music. Comparing to algorithm-based Spotify, Apple Music is built with human-touch and editorial picks. Apple also makes good use of their product launch to promote artists that they love. When Apple Music first launched, Spring King’s City (NME: Spring King ‘Blown away’ after becoming first band ever played on Apple’s Beats 1) was picked as the opening song of Beats 1 radio, bringing international attention to alternative rock band from Macclesfield, England. Same tricks again Apple’s keynote, UK unsigned singer Emma Blackery’s album artwork Magnetized has featured and as one of the screenshots on the iPhone X, even without her knowing it. Emma has become instantly famous for her shock responses Twitter. This reminds us again how Apple ties their products and their services together (Music, Movies and Apps).


Wishlist: iPhone X

You cannot miss the top notch design of iPhone X, some said it is flawed in landscape web browsing and video viewing. But the monitor still looks brilliantly stunning. I like the use of mixed oil paints to let the OLED screen speaks for itself (Super Retina Display is a stupid name though). True depth camera might be the next big thing for phone companies to follow in the next few years. Everything will not be the same after this.

| Starting from $999, Pre-order starts at Oct 27