![]() The spark hasn’t just gone out, it has been stamped on, doused in water, and buried under three tons of unsold Windows Phones. However, I don’t think the hardware is boring. Type “Apple is…” in to Google, and “getting boring” is the second prediction. Get serious Jony Ive to narrate it, use all your favorite buzzwords, throw in a reference to Steve Jobs, and the crowd would go wild.Ī dentist’s waiting room, time spent in the company of people who willingly describe themselves as “wacky,” and being prepped for unnecessary surgery: all of these are more appealing than watching another dreadful, predictable WWDC keynote. How about a video describing its no-doubt complex development so far. Want something more “Apple-ish?” I’ll compromise. We’ve seen them plenty of times already, but for one to actually be produced on stage during the keynote is the stuff legends are made of. No render? Then give one of the mock-ups a lick of paint, and use that. There was once a time when we genuinely had no idea what to expect from Apple or its events.I don’t want to hear excuses either. Cook? Instead of another generic, self-congratulatory video about pretty people using Apple products, why don’t you whip out an early prototype of the iPhone 6, project some specs up on the screen, and say something like “September is going to be awesome!” We all know its coming, and thanks to the massive amount of leaked information already available, we’ve got a pretty good idea of what it’s all about, too. So here’s an idea, Apple: If you’re so keen on demonstrating products we can’t get our hands on, how about spending some time on the iPhone 6? I mean, come on. Yes, it’s an Apple event, so there’s always a buzz about it, but ever since it stopped bringing the iPhone along, WWDC’s keynote has become a slow, two-hour slog filled with tedious stats, a few in-jokes, and software that isn’t available yet. What was once the shining jewel in Apple’s annual event calendar is now nothing more than a half-hearted, heart-breaking tease. Sadly, and for the first time in recent memory, I don’t care. This story is part of our complete Apple WWDC coverageĪpple’s Worldwide Developer Conference is upon us, including its highly anticipated keynote speech, which will be given today. ![]()
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