Tag: WWDC

Here it comes. Apple is heading into its annual World Wide Developer’s Conference (WWDC) with announcements of its next big things beginning June 10th. By all accounts, this year those next big things will center on AI which is short for Artificial Intelligence. There won’t be any shortage of AI in a tech world that has grown both AI crazy and AI fearful, putting Apple is in the unusual position of playing follow the leader in more obvious ways than in the past.

There will be other new features announced for iPhones, Macs, Apple Watches, perhaps even the Vision Pro, but as always the focus will be on what’s new. Even though a goodly portion of what’s new and exciting each year often ends up being a bit “meh” in the end. Either “meh” or rolled out and forgotten as Apple shifts its attention to what next year’s next big things will be. That seems to be what’s happening this year as Apple has turned most of its focus to AI.

Apple is also unfortunately positioned to have to work harder in making its splashy announcements splashy and dodging seemingly already diminished expectations on a number of fronts. Most anticipate Apple’s AI announcements to be less than sexy and the iPad faithful/hopeful seemed to be poised to continue piling on the criticism (some necessary, some not) that greeted newer iPads less than a month ago.

So, on two big fronts, AI and iPadOS, Apple has some tougher challenges ahead than it usually does this time of year. And bad timing is at the root of both.

The iPad Issue Is Touchy

On the iPad front, for whatever reason Apple went more than a year before releasing new iPads. When they did debut them last month they surprised everyone by including new M4 chips in the new Pro lineup, upsetting every pundit’s attempts at trying to assign a predictable timetable to the continued Apple Silicon evolution. Coming just weeks ahead of WWDC, and without any new operating system software to accompany it, Apple opened up a slew of doors for the salivating pundit class to rush through, cranking up the complaints about iPadOS not taking advantage of very powerful and much loved hardware. And, as always, the married at the hip debates about being able to run macOS on an iPad or adding a touch screen to the Mac tagged along as noisy bridesmaids.

It’s a bit frustrating for a regular and religious iPad user. While the issues are genuine, they negatively dominate the conversation given that they come from the influential voices that helped turn the iPad into a success in the first place. I know the issues are long simmering, well intentioned, and come from the heart of those who love the device, but the recent sudden crescendo was deafening enough to fire up a Loud Environment warning on an Apple Watch. With WWDC just around the corner everyone knew the new devices alone were not going to offer anything remotely close to a new and different iPad experience. It just seemed premature to me. If they were meant as a warning to Apple, then I would call it not only premature, but a misfire given the timing.

Those debates and complaints probably aren’t going to end in the foreseeable future as entertaining and exhausting as they can be. Between manifestos, and well thought through lists of what some desire on iPads, there was some general vitriolic piling on. It heralds a tough year ahead for Apple and its iPad lineup.

My prediction is that no one is going to be remotely satisfied with this year’s iPadOS release. Most rumors say not much of consequence will be announced. It’s certainly going to be interesting to follow the commentariat class as they wrestle with how many different ways they can say the iPads are great devices but Apple keeps holding them back for another year.

Perhaps this year changes things, but typically big OS changes come to the iPhone first with iPads and Macs bringing up the rear in the year or years that follow. Given Apple’s push into AI as this year’s big iPhone tent pole, if the iPad doesn’t get included it will add even more to those complaints and increase the volume.