Apple's new event tactics: The crazy game with the crazy game

“This Week.” Two words and a small teaser film that says that there is something in the air, Apple boss Tim Cook is sufficient to hang the bar for the apparently upcoming product announcement this week two meters higher than anything that the rumor mill already delivered in advance. This is based on an updated MacBook Air with M4 chip. But could it not be more if Cook itself announces it?

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In the meantime, one can develop legitimate doubts that everything that Apple is so highly decorates is really such a high-ranking technology message. In the past, one seemed to be more interested in Cupertino to give the outside world a premonition, at least through the type of announcement, how great the innovation that comes from a product is actually. In the meantime, almost everything seems to be equally important. This ensures disappointments if only a small product update follows or an iPhone 16E is presented, which is probably important for Apple's range, but certainly not for a larger number of long-term Apple customers.

Already play crazy others

A processor update in the MacBook meant in Intel times that a nice afternoon was suddenly a press release in the inbox of media representatives, where it was pointed out to the same update. As a rule, there was no advance notice of the announcement. In the meantime, everything seems to be worth a 10-minute advertising film and a promising advance notice.

Perhaps this is due to the immensely grown attention threshold of younger consumers, to which in times of stimulus overflowing only those who hit the bang particularly loudly. There is actually enough playing in the Apple cosmos. The rumor chefs, who outbid each other with their creations, are already taking care of this. Does Apple also have to play crazy now? Isn't the iPhone manufacturer better in the role of those who have the corrective, dissolving, objective influence? The expectation of Apple is above all to simply deliver good products.

Risk of alienation

As with many reputation issues, the answer whether Apple spans the bow will only give it at a later date. Sales do not suddenly collapse because those interested in buying have the feeling that their time and attention were strained over a fee. But this burns in the medium term. Even if Apple is happy to exaggerate in the application of its products in its presentations, the public has mostly trusted in the past that Apple does not prevent any event that would actually have been worth a press release (and if there was a massive criticism).

With the abolition of the stage events and the replacement of the advertising films in Corona times, Apple seems to have lost the immediate wire to its audience a little. Even if the public there was only represented by Apple by Apple, influencers, bloggers and media representatives: the applause or non-applause at keynotes was still a indicator, an immediate feedback on which the Apple managers seemed to go into. If people who shake their heads in front of the monitors are increasingly sitting today, you wouldn't even notice it in Cupertino. No, you don't have to state the great loss of reality – Apple is too successful in business. But this development, which can really lead to alienation at some point, is worth considering.