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We have launched new products that did not receive their own Keynote but only a press release. Does this mean that this is something less than their previous generations, which after all got a "live" performance? It depends. 

It cannot be said that Apple surprised us with what it presented. And maybe that's why the show happened the way it did - by press releases. Those three products would not match a full-fledged Keynote. When you then consider what it costs in time and money to make such a transfer, it is logical that we did not actually get to see it. Although…

10st generation

We have two iPad Pros here, which practically only have a new chip and the better capabilities of the second-generation Apple Pencil, so not much to show for it. Here we have two Apple TV 4K, which again only have a new chip, increased storage and a little extra options, but again, this is not a product that Apple talks about for long minutes. Then there is the 10th generation iPad, about which something could already be said, but why build the entire event on a product that is actually already here.

Basically, it's enough to say: "we took the 5th generation iPad Air and gave it a worse chip and removed support for the 2nd generation Apple Pencil," that's all, and it's nothing to brag about for long. On the other hand, there was considerable space for reminiscing. The first iPad was introduced by Steve Jobs in 2010, and the current generation is his tenth. At the same time, a lot of space was devoted to the iPhone X, but it is clear that the iPad does not reach the popularity of the iPhone. In addition, we have many better devices here than the basic iPad, whether it is the Air or the Pro series.

What about computers? 

Perhaps the entire trio of products didn't really deserve the kind of attention that Apple would have to create with Keynote. But what about the iMac and Mac mini with the M2 chip and the MacBook Pro with its other better variants? After all, Apple could at least connect iPads to them. So either in November we will see another Keynote about Apple computers, or just press releases, which is more likely.

The Mac mini will not change its design in any way, nor will the iMac and indeed the MacBook Pros. In fact, nothing will be improved except for performance, so it is easy to present these innovations only somewhat modestly. If it's a shame and we lose a special event, then it's up for consideration. Would it really make sense if Apple didn't actually present "anything"?

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