Apple needs you to purchase yet one more factor earlier than iPhone 14

Picture: Laurenz Heymann

I solely get this sense yearly.

It is stronger and extra highly effective than the one I get once I hear that the Apple retailer has gone down in anticipation of a brand new product launch.

You see, that is the sensation of highly effective indifference I get when, simply earlier than the launch of a brand new iPhone, Apple tells you the final iPhone is the one you must get.

Cupertino follows me to the televisation of my favourite sporting occasions and pumps advertisements at me — advertisements that say: “The iPhone You are Bored Listening to About! It is So Cool!”

This 12 months, nonetheless, it is as if Apple might have realized this is not the most effective technique. As a substitute, I have been assaulted with a wholly new message — and it is not even about iPhone 13.

As a substitute, it is an advert that asks a easy query: “What’s In Apple One?”

Truthfully, I’ve little thought. I do know it is some form of cut price bundle of software program, with numerous tiers relying in your stage of Apple software program dependence.

Right here, the advert lists all of the marvellous issues you will get: Apple Music, Apple Health+, Apple TV+, Apple Information+, Apple Arcade and Apple iCloud+.

This immediately leads me to 1 stern thought — why is there no Apple Music+ or Apple Arcade+? That is certainly a determined omission.

Naturally, the advert bounces alongside to quirky, a unusual tune because it goes by every service in flip.

Apple Music has “Spatial Audio”, Apple Health+ has “Each Form of Exercise”, and Apple TV+ has “The Largest Stars.”

Which makes me really feel sorry for Apple Arcade. It merely has 200 ad-free video games. An odd enticement from the corporate that appears extremely enthused about giving prospects extra advertisements reasonably than fewer.

In the end, one is left barely breathless. A lot in order that one cannot really be bothered to see which packages embody how a lot software program and price how a lot.

Additionally: They each used Apple AirTags to trace their possessions. Just one turned out effectively

Now, why would Apple be peddling Apple One at this specific time? 

iPhone 14 is being launched, so forceful rumors have it, on September 7. May this advert imply that Apple needs you to dig your self extra deeply into its ecosystem earlier than the brand new telephone arrives?

May this, in flip, imply that Apple fears iPhone 14 will not be all that?

Oh, come now. Absolutely it will have a greater digital camera. Each iPhone does.

Each iPhone advert tells me so.

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