Analysis: There’s no such thing as too many Apple events

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The November 10 occasion, like all of the others this yr, will happen through livestream on the corporate’s web site begin. And just like the others, Apple (AAPL) did not reveal an excessive amount of about what it is planning to announce, touting it solely as “Another factor.” However customers can doubtless anticipate the primary Mac units with Apple’s in-house chips, which the corporate mentioned could be out there earlier than the top of this yr.
The corporate has already rolled out a number of “issues” at periodic intervals this yr. Final month, it launched the long-awaited iPhone 12 lineup with 4 completely different fashions. A month earlier than that, it unveiled two new Apple Watch fashions, two new iPads, a brand new health class subscription service and a subscription bundle. In June, it detailed a number of software program updates at its annual Worldwide Builders Convention (WWDC). And in March and April — simply because the coronavirus was beginning to power the US into lockdown — got here comparatively quieter rollouts of a brand new MacBook Air, iPad Professional and a low-cost iPhone SE.

Inevitably, a legion of Apple followers will tune in to Tuesday’s occasion, however the truth that they’re doing it for a 3rd time in as many months raises the query: Is there such a factor as an excessive amount of Apple?

Whereas the prospect of yet one more Apple occasion might result in exasperated groans in some corners, the world’s most precious firm will most likely do itself no hurt.


It has been a protracted and tough yr, and Apple’s choice to host yet one more digital livestream has been met with bemusement and raised eyebrows by a minimum of some Twitter users.
Keep in mind, it isn’t simply Apple beating folks over the pinnacle with new merchandise. The tech world has been saturated with livestreamed digital launch occasions this yr due to the pandemic, with rivals akin to Samsung (SSNLF) and Google (GOOGL) rolling out a number of merchandise of their very own.
The potential danger is that potential prospects might get weary of the slickly produced advertising and marketing — a tech livestream model of “Zoom fatigue” — and maintain off on making some purchases.

“After some time, yeah, I believe that the magic wears off, particularly with these digital occasions,” William Stofega, program director for cell machine know-how and traits at analysis agency IDC, advised CNN Enterprise. “Attempting to concentrate whereas persons are in your condo … working round, it is onerous.”

Apple will host yet another launch event on November 10

There’s additionally the huge hit to the financial system from the coronavirus that has curtailed many individuals’s spending energy.

Whereas early demand for the iPhone 12 seems to be sturdy, it stays to be seen whether or not Apple will get the same response to its much less high-profile choices — together with the brand new Macs anticipated on Tuesday.

Some customers definitely worth a break from the barrage of unfavorable information, however the unbridled enthusiasm of tech executives might be grating as effectively.

“The upbeat messages — it is good to listen to, however then whenever you’re struggling, when you have a cutback at your job, there’s at all times that bleed-over and that would boring the reception,” Stofega mentioned. “The factor that garners essentially the most consideration, clearly, is the iPhone and among the media merchandise, however … it may be somewhat extreme after some time.”

It is price noting that Apple has been compelled into staggering a few of its launches this yr. The coronavirus hit the corporate’s international provide chains and delayed manufacturing of the iPhone 12 by a couple of weeks, forcing it into an October launch as a substitute of its common mid-September timeframe (Apple rolled out watches and iPads then as a substitute).

Nothing to lose

For Apple, like many corporations holding livestreamed occasions, there’s little or no draw back. It is cheaper and extra environment friendly to provide a one-hour video than it’s to host a whole lot of reporters and analysts at Apple’s headquarters in Cupertino, California, because it often does. And extra occasions simply means extra eyeballs and extra buzz round its merchandise — livestream fatigue however.

“Particularly now in the course of the Covid-19 pandemic persons are spending extra time at residence and consuming media, which is what Apple is capitalizing on,” mentioned Maurice Klaehne, an analyst at Counterpoint Analysis. “These digital launches have been very effectively attended and retaining them shorter appears to be working to seize the eye of the viewers.”

Apple shares fall despite surprise revenue gain

And there are indicators that the frequent rollouts are serving to the corporate’s backside line.

“Whereas Apple has certainly added extra launches this yr, it has not harm the corporate,” Klaehne mentioned. “The truth is, the latest earnings reviews, Apple elevated revenues in all classes.”

The corporate has expanded its emphasis on providers with extra choices as the expansion in its machine gross sales has slowed — take, for instance, the Apple One subscription bundle it introduced earlier this yr. Tuesday’s occasion ought to assist additional its providers ambitions, with analysts beforehand saying the swap to in-house chips for Macs will allow Apple’s software program and providers to work collectively extra seamlessly throughout units.

Klaehne says digital occasions make that a part of the enterprise a neater promote.

“Whereas Apple has traditionally been pushed by its {hardware} gross sales, it is persevering with to increase its service revenues,” he mentioned. “Having extra launches will solely assist the corporate develop this service income stream.”


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