Jiří Filip As a die-hard Apple fan and at the same time a person who writes about this topic on Flight through the World with Apple and Jablíčkář, I have not missed a single Apple press conference in the last seven years. With regard to this decent portion of Keynotes, I can therefore say with a clear conscience that in my eyes their style has changed a lot in recent years, and unfortunately for the worse. Paradoxically, this is a matter which is a relative trifle and which, in my opinion, if Apple finally omits it this year, the world will kiss its hands.
One would say that Apple's press conference is essentially still the same, and one would be partly right. This is because it is always a presentation divided into several sections, which are always dedicated to a certain topic or product. But the catch is that, while Apple used to be able to separate these topics very nicely and not jump from one to the other like a mindless, they didn't say the most different back to front and so on, now it likes it. Because of this, the conference loses its clarity, because, for example, at WWDC, in the case of iOS, which was usually presented at the beginning, one learned part of the news in its passage, but the other part of the news only when iPadOS was introduced a few tens of minutes later. As a result, it was relatively difficult to get a picture of what iOS actually contains, when he was forced to compose everything from parts fragmented into several parts of the Keynote - all the more so when it was not a problem for Apple to present part of the iOS news together with macOS, for example.
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Unfortunately, the same also applies to hardware, when for example iPhones share many of the same characteristics, and one would almost like to say that it would be great to present the basic models and the Pro series together. Instead, each series goes separately, with the fact that it starts to blend in the most different ways, when one starts to get confused in the technical specifications of the given products and only becomes clear when they see their technical specifications on the Apple website. In terms of hardware, Apple will add a crown to the already chaotic presentation by mixing in software updates from operating systems, both old and new, which are often not even exclusive to the given hardware. In short and well, one is watching a rather crazy mishmash of information, which may seem bombastic to the eye, but when someone wants to filter the most important things out of it, they may stumble upon it.
Since Apple is the most valuable company in the world with unlimited resources, it would be foolish to think that this is just a botched conference scenario on their part. After all, the best of the best prepare them for him in such a way that they make sense. However, even the best of the best have to work with what Apple gives them, which is exactly the problem. In past years, there honestly wasn't that much of it, and that's why I understand to a certain extent that the imaginary "messing up" of users was needed in order to make the otherwise somewhat boring products shine enough and create a wow effect with them, as much as possible. But this year should be different in this regard, at least in the case of WWDC. There should really be a lot of news and, moreover, such an impact that it would be quite pointless if Apple once again bet on a kind of "twisting" of the audience with a whirlwind of information that is intertwined with each other as wildly as possible. Therefore, I hope that this year's WWDC and, by extension, the other Keynotes will be far more understandable in this regard, and that one will be able to take away most of the information from them "at first glance".
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