Apple event as it happened: New iPad Pro, iMac, AirTags and more unveiled at ‘Spring Loaded’ launch
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Your support makes all the difference.Apple has held a major event to release a whole host of new products.
New versions of the iPad, iMac, and AirPods were unveiled, as well as the first official announcement of Apple’s AirTags for item tracking.
Other announcements included a new iPhone colour and updates for Apple TV, Apple Card and the Podcasts app.
As with all Apple’s events in recent times, it took the form of a pre-recorded video in which Apple executives introduced the new products from its Apple Park campus.
The event comes amid big growth in Apple’s share price since the start of April that has boosted its market cap to $2.24 trillion (£1.6tn), ranking it as the world’s most valuable company.
So what to make of Apple’s ‘Spring Loaded’ event?
Analysts are already filling up our inboxes with their takes on all the latest announcements coming out of Cupertino, California.
The arrival of the iMac is perfectly timed given growing evidence that some sections of the population are emerging from the most severe period of the pandemic with additional savings. Some consumers are treating themselves to new products they previously only aspired to own. The new iMac falls firmly into this category and Apple’s biggest challenge could be meeting demand in the first few months.
[But] the new iPad is a tough sell. Despite numerous updates, including the M1 chip, the previous generations of iPads are strong enough to make this is an iterative update when compared to the new iMac.
Apple‘s decision to jump into the growing ‘find my category’ [with AirTags] shows that it’s keen to capitalise on our ability to lose things that are important to us. With companies like Tile and Samsung already laying the groundwork, this is likely to be a big hit for the company.
AppleTV might have a new processor to let you do more things, but the exciting new feature is its new remote. Apple has fixed a lot of the complaints with the old one, making it worth the upgrade for that part alone.
Early indications suggest there was only moderate interest in this Apple event, at least relative to previous ones.
Less than a million people tuned into the live stream, compared to 10 million for Apple’s November event and 56 million for its October event.
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