Ondrej Holzman Today's keynote, held in a small Town Hall right on the Apple campus, started off unconventionally. The head of Apple, Tim Cook, first recalled the 40th birthday, which Apple will celebrate at the beginning of next month, with a smile on his lips, and then he devoted himself for a moment to the key topic, protecting the data of his users.
After all, not even the next few minutes of the presentation were about what everyone was waiting for. Instead of new products, there was talk of the environment and Apple's new healthcare initiative. However, Tim Cook himself mentioned the closely watched dispute between his company and the FBI he practically could not forgive.
“We built iPhone for you, our customers. And we know it's a deeply personal device," Cook said in a very quiet and serious tone. “We did not expect to be in such a position at odds with our government. We strongly believe that we have a responsibility to help protect your data and your privacy. We owe it to our customers and we owe it to our country. This is an issue that affects us all.”
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The head of Apple, who together with his colleagues made several public appearances in recent weeks to explain the position of the technology giant, which with the US government over whether he should be forced to bypass his own security, he didn't discuss the topic further, but even so, addressing "politics" during the keynote is a completely unprecedented phenomenon that only confirms how important this topic is to Apple.
However, at the very beginning of today's presentation, Apple did not forget to remind that it will celebrate its 1th birthday on April 40. And for the occasion, he prepared a 40-second video in which he celebrates "four decades of ideas, innovation and culture".
Tim Cook received applause in the hall when he noted the number of active Apple devices worldwide, which is one billion.
Apple introduced several new products today, but at the same time it was one big farewell for the entire company. The March keynote was the last ever held at the Town Hall at 1, Infinite Loop in Cupertino, where the first iPod or App Store was introduced, for example.
Apple usually holds the rest of this year's presentations (WWDC and the new iPhones in the fall) in larger spaces, and from next year it will already host the keynote in the new campus, where it is building an auditorium for up to a thousand spectators.
