Apple desires you to purchase yet another factor earlier than iPhone 14


Picture: Laurenz Heymann

I solely get this sense every year.

It is stronger and extra highly effective than the one I get once I hear that the Apple retailer has gone down in anticipation of a brand new product launch.

You see, that is the sensation of highly effective indifference I get when, simply earlier than the launch of a brand new iPhone, Apple tells you the final iPhone is the one it is best to get.

Cupertino follows me to the televisation of my favourite sporting occasions and pumps adverts at me — adverts that say: “The iPhone You are Bored Listening to About! It is So Cool!”

This 12 months, nevertheless, it is as if Apple could have realized this is not the very best technique. As a substitute, I have been assaulted with a completely new message — and it is not even about iPhone 13.

As a substitute, it is an advert that asks a easy query: “What’s In Apple One?”

Actually, I’ve little concept. I do know it is some type of cut price bundle of software program, with numerous tiers relying in your stage of Apple software program dependence.

Right here, the advert lists all of the marvellous issues you will get: Apple Music, Apple Health+, Apple TV+, Apple Information+, Apple Arcade and Apple iCloud+.

This immediately leads me to 1 stern thought — why is there no Apple Music+ or Apple Arcade+? That is certainly a determined omission.

Naturally, the advert bounces alongside to quirky, a unusual tune because it goes by way of every service in flip.

Apple Music has “Spatial Audio”, Apple Health+ has “Each Type of Exercise”, and Apple TV+ has “The Greatest Stars.”

Which makes me really feel sorry for Apple Arcade. It merely has 200 ad-free video games. An odd enticement from the corporate that appears extremely enthused about giving prospects extra adverts slightly than fewer.

In the end, one is left barely breathless. A lot in order that one cannot truly be bothered to see which packages embrace how a lot software program and value how a lot.

Additionally: They each used Apple AirTags to trace their possessions. Just one turned out effectively

Now, why would Apple be peddling Apple One at this specific time? 

iPhone 14 is being launched, so forceful rumors have it, on September 7. Might this advert imply that Apple desires you to dig your self extra deeply into its ecosystem earlier than the brand new cellphone arrives?

Might this, in flip, imply that Apple fears iPhone 14 will not be all that?

Oh, come now. Absolutely it will have a greater digicam. Each iPhone does.

Each iPhone advert tells me so.



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