It is an annual tradition for me to watch Apple’s iPhone event live, and promptly pre-order whatever they’ve announced the Friday after. This year, things are different.
This year, none of Apple’s iPhone presentations felt inspirational. The presentations seemed rushed, the metrics felt like a stretch (or sometimes, nonexistent), and the pre-event leaks took a lot of the wind out of Apple’s sails (though event they were met with a collection shrug.) The iPhone, it felt, was passé.
But where the new iPhone felt unremarkable, the Apple Watch did not. In fact, the Apple Watch seemed to steal the show: New form factor, new tech, new screen, same bands (phew!) Now this was a device I wanted to own. But why? Dave Pell had a few thoughts:
1. Today, Apple introduced new iPhones, but it was clear that the company’s focus was on the new Watch.
I think this represents more than just a business decision. On some level, the makers at Apple feel guilty about the technology they’ve shared with the world.
— Dave Pell (@davepell) September 13, 2018
The thread that follows goes a bit like this:
- Apple creates the iPhone. People love it! Spend all their time on it! Too much time on it…
- Apple recognizes this. Parents recognize it. Kids recognize it. Our phones dominate our lives and dictate our social interactions. Largely, this is caustic and potentially dangerous.
- Enter the Apple Watch: All the notifications your phone gives you, without your phone to suck you in. Also, fitness and stuff!
- The Apple Watch can be positioned as a cure to our phone addictions. And Apple sees this. Parents see it. And kids see it. It’s the new favorite.
- So while Apple continues to create powerful phones, the most impactful one to us all may just be the Watch.
This felt spot on, and explained my lack of enthusiasm for this year’s iPhone. It was the Watch I wanted, and I wanted it so that I could avoid my phone.
A quick run-through of my day shows how often I leave my phone behind: At work, it sits on my desk. At home, on my bureau. My phone is barely used, aside from podcasts and music in the car, and, (ugh) the occasional phone call. I use my Watch for passive notifications, and my iPad for getting things done; my phone is simply not that important anymore.*
With my iPhone now a second-class citizen, the Watch and iPad will take its place on the regular upgrade cycles. I’m sure this costs more. I’m sure Apple doesn’t mind. I’m quite happy to leave my phone behind.
Goscin.ski 