Image: Laurenz Heymann
I only get this feeling once a year.
It’s stronger and more powerful than what I get when I hear the Apple store is down pending a new product release.
You see, that’s the feeling of powerful indifference I get when, right before a new iPhone is released, Apple tells you that the latest iPhone is the one you should get.
Cupertino follows me on TV for my favorite sporting events and serves me ads — ads that say, “The iPhone you’re sick of hearing about! It’s great!”
This year, however, it’s as if Apple has realized that this isn’t the best strategy. Instead, I’ve been hit with a whole new message, and it’s not even about the iPhone 13.
Instead, it’s an ad that asks a simple question: “What’s in Apple One?”
Honestly, I have little idea. I know it’s kind of a software package, with different tiers depending on your level of dependence on Apple software.
Here, the announcement lists all the wonderful things you can get: Apple Music, Apple Fitness+, Apple TV+, Apple News+, Apple Arcade, and Apple iCloud+.
This instantly leads me to a stark thought: Why is there no Apple Music+ or Apple Arcade+? It is surely a desperate omission.
Naturally, the ad bounces to a peculiar tune, a peculiar melody as it goes through each service in turn.
Apple Music has “Spatial Audio,” Apple Fitness+ has “Every Kind of Workout,” and Apple TV+ has “The Biggest Stars.”
Which makes me feel bad for Apple Arcade. It has only 200 games without ads. A strange attraction from a company that seems very excited about giving customers more ads rather than less.
At the end, one is slightly out of breath. So much so that you can’t really be bothered to see which packages include how much software and how much they cost.
Also: Both used Apple AirTags to track their possessions. Only one turned out well
Now, why would Apple market the Apple One at this particular time?
The iPhone 14 is launching, so strong rumors say, on September 7. Could this announcement mean that Apple wants you to delve into its ecosystem before the new phone arrives?
Could this, in turn, mean that Apple fears that the iPhone 14 will not be all that?
oh come now It will surely have a better camera. Every iPhone does.
Every iPhone ad tells me that.