Apple Keynote September 2021
September, the month of the largest, most anticipated tech event in the world. It’s the month that the largest and most popular tech company in the Western hemisphere, Apple, brings out an updated lineup to its flagship product, the iPhone. This year was a disappointing bore.
This event can be remembered as, the pretty keynote or the camera keynote, as that was the focus on every product that had a little lens fitted. The cameras did look nice and were inevitable better than last years’ editions, as expected, which was why the focus on them felt so unnecessary. If it was not the fact that my current iPhone the XR is so old and its battery is failing, I would feel no reason to get the new iPhone 13 in comparison to last year where I was so excited by the 12 but waited.
This event had no flare to it unlike last year, where Home kit was improved and the anticipated Home Pod Mini was released. The presenting this year felt boring and monotoned, there was no fun or enthusiasm in it. Of course you can say well, let the products speak for themselves but even they spoke the same language, dull.
The event kicked off with more of Apple’s extras, Apple Tv+ which showcased new series’ and movies. Later a larger focus was put on Fitness+ which to be honest has some cool new features such as the new group workout sessions allowing friends and family to work out together. Fitness+ is now also available in more countries and languages with more workouts, included something I plan to try, guided meditation. However, with all these I was hoping to see something on Apple Music and the rumored, Air Pod Pro 2 but we got nothing disappointingly but I am holding out hope for the inevitable later event on more iPads and the Macs.
This brings me onto the disappointment of the iPads, or lack of them. We were shown only two iPads. First, the iPad the cheapest entry level iPad, now updated with better graphics, camera and of course a better overall performance with Apple’s new A15 bionic chip. To keep this entry level at the same price as last year is a big statement from Apple but not enough to be excited about. Even my personal favorite iPad, the iPad Mini does not that great an improvement own current, iPad Mini 5. Yes, it is faster, as better display and even boasts the generation 2 Apple Pencil, but it looks smaller and like the iPad, more aimed at children despite its £599 price tag. My only hope is that for the new Air and Pro iterations, is that they are going to bring the monster, with the M chipset.
The most exciting device revealed was the Apple Watch, despite the rumored new look it is still curved like previous Apple watches but it is more square and that makes it look and feel more refreshed, as well as offering a larger display which accommodates newer and improved watch faces. The larger display finally brings a full keyboard to the Apple Watch, rather than drawing out individual letters with your one finger you can now type like a normal person. The watch brings fast charger and improved battery life allowing for greater tracking, as shown in the keynote you can track sleep better and even individual sports like, golfing and cycling. The series 7 comes in at £399 just as previous years.
On to the flagship reveal, the one your all dying to hear about, the iPhone. Like the presentation of the other devices it was a lackluster delivery and the way they talked about the device did not help. The focus is on looks this year. The iPhone 13 and 13 Pro both look like last years with no real improvement on design meaning iPhone 14 is going to be the one to get a huge design boost but the Pro did offer a seemingly reduced notch for the three cameras at the back.
Both have better battery life, graphics, cameras and host the improved A15 bionic chip with its improved architecture as their brains. No clue how Apple has kept them the same price as last year especially when the base iPhone and iPhone mini now start with a storage of 128Gb like the Pro. The biggest talking points beyond the storage is the new cinematic video mode on both iPhones that allows automatic focus on individuals in film based on who’s speaking and moving in the frame. The Pro distinguish itself with the new ProRes feature allowing for on the go video editing brining end to end video production to the iPhone and the Pro also has a variable refresh rate of up to 120Hz. The iPhone starts at £699 with the Mini and the iPhone Pros start at £999.
In all, the first Apple hardware Keynote of this year was one the focused on cameras and video. For video editors like me, it’s a dream with Cinematic mode and ProRes, but for the average consumer if you can wait, then wait till the iPhone 14 for a fresher design and perhaps better features. For those who enjoy the fan fair but missed out, you did not miss out on anything special this year.
Watch the keynote here
