The Apple Special Event, October 30, 2018 revealed a lot of new products in the form of a new Mac mini, MacBook Air with Retina display and iPad Pro but for Apple there was a deeper message they made every effort to get across.
Within the first few lines of Apple CEO Tim Cook starting to speak he was using the C word, no not that one, but the word ‘creative.’
The event was hosted at Brooklyn Academy of Music, in New York, in Cook’s words “New York is home to one of the most vibrant creative communities on the planet.” he continued “so it’s only natural that it would have a very special place in our heart at Apple.”
He went on “Apple’s focus has always been on providing people the tools to unleash their creativity…” I’m not sure those seeing the focus on iPhones over the last few years would agree, albeit the iPhone and iOS products have powered Apple’s growth to being one of the most successful brands on the planet, defying naysayers time and again. Few would argue it’s been a sound business strategy, but for many, especially the creatives who feel that in the early days of Apple were faithful users, have felt forgotten in the last few years.
As Tim wrapped up one section he concluded “These new Macs are going to help customers be even more productive and more creative.”
And so the C word kept dropping throughout each and every product presentation and also as they highlighted the Today At Apple initiative, which are educational resources aimed at equipping Mac user’s creativity through free training events.
The event logos, the venue, new products, and the keynote script all underlined Apple were hammering home a commitment to the creative. Was this Apple sincerely thinking that nothing had changed since the early days of the Mac when almost the only people who used them were creative users, or are Apple trying to reclaim lost ground in the creative community?
Whatever the thinking behind this message, Apple put a big stake in the ground at the event and said in every way possible ‘we are here for the creative!’
Is it too little too late? Or is Apple making a new effort to offer creative users the tools they need to make the creations they dream of? Even if you think it’s a little late, if history has taught us anything about Apple it’s this, when they set out to do something they usually succeed.
Yes there were new products today but don’t miss out on the news, this whole event was about one thing… creative users.