The one thing about Apple is that it hardly ever talks about products it is working on. It’s a tradition they’ve carried out for too long. This has resulted in the rise of a whole new industry. Apple rumors and speculations are probably worth thousands, if not millions, of dollars right now. From smartphone case makers to news writers, everyone wants to know what Apple is secretly developing behind closed doors.
All this had led to a rumor cycle that runs months before a product launch event and continues hours before the actual event. Take an example of the iPhone 8 which is scheduled to launch on 12 September. We have a good idea how it may look like, what the display is going to be like, its plans to add a facial recognition system, and how Apple may jack up the price of the premium iPhone variant to even $999.
This certainly ruins a lot of excitement and suspense around Apple’s launch events. However, it feeds a lot of hungry enthusiasts with nuggets of information that helps them make their decisions early on, and avoid getting competing devices too.
The surprise factor does seem to vaporize. The whole ‘one last thing…’ phenomenon still managed to surprise a few of us despite the enormous amount of leaks back in the days. But that’s not even a thing anymore.
Nevertheless, Apple’s events are still exciting enough to catch up to. What we usually know about the hardware side of things doesn’t always translate into what Apple bakes inside its phones with the software dough. However, this year we’ve also been able to uncover how Apple plans to bring Face ID, remove TouchID, and a bunch of other software tweaks. We still don’t know how Apple will differentiate between two different iPhones. That’s probably the biggest surprise factor for us.
Apart from the premium iPhone X, we still don’t know how iPhone 8 and iPhone 8 Plus will improve over last year’s iPhone 7 and 7 Plus. Apart from brand new designs, and upgraded internals, the iPhone 8 and 8 Plus is likely to showcase some exciting AR based feature sets that will set them apart from the last year’s iPhones. Apple’s ARKit has already shown some classy examples of how promising AR looks on the iPhone.
This year’s iPhone launch event will also include Apple Watch LTE, new AirPods, and (most likely) a new Apple TV. While we don’t know much about these as of now, apart from all the usual things, Apple’s launch event on 12 September is going to be enjoyed by millions of its fans worldwide and probably another million of its critics.
No doubt Apple’s competitors, chiefly Samsung, are pushing the boundaries for smartphone development. Apple may not be shipping multiple devices each year, but it has still managed to keep an exciting portfolio of smartphones at different prices points. This year, Apple is going to make a slightly bigger bet with a premium iPhone. Question is – will it be good enough?