Breaking Down Apple’s Special Event (9/12/17) – Part 1 & 2

I will be releasing my “Breakdown of Apple’s Special Event (9/12/17)” as a series of articles. Part 3 will cover the WATCH. Enjoy!

Over 10 years have passed since Steve Jobs first unveiled the iPhone on January 9, 2007. He was one of the great characters, and that was one of the great product launches, of all-time. Apple will never be the same without him.

That said, Apple is still Apple. To quote Jobs himself:

There’s lots of ways to be as a person. And some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there….So we need to be true to who we are, and remember what’s really important to us. That’s what’s going to keep Apple, Apple; if we keep us, us.

Last Tuesday, Apple kept being Apple; they made wonderful things and put them out there. Here’s a breakdown of what was announced:

1. Apple Park

The event was the opening of the Steve Jobs Theatre, the first building to be unveiled at the new Apple Park. Many have been quick to criticize Apple for spending approximately $5 billion on the new campus, but I am not one of them. Apple has been the source of a lot of good in the world – both directly, through their products and services, and indirectly, through what they have enabled artists and developers to create.  They deserve a beautiful and inspiring place to work that reinforces everything that makes Apple, Apple.

2. Retail

Apple’s Senior Vice President of Retail, Angela Ahrendts, emphasized that Apple’s flagship stores will increasingly become more like “town squares” – featuring public outdoor spaces in addition to indoor forums. Apple will not officially rebrand its “Stores” as “Town Squares” (What would they call Apple Town Square?). Truthfully, most Apple Stores will remain relatively unchanged from the first, which revolutionized tech retail in 2001.