Apple has just become one of its best rated companies.
Just a few days after the star-studded event, which was supposed to announce a new chapter for the company, Apple announced that the most anticipated accessory would not really be released – at all. After more than a year of hype and delays, the company kills AirPower.
Although it's not shocking given Apple's wireless charging mat's lengthy, unexplained delays, its abrupt cancellation is a huge mistake for technology giant Cupertino.
While it's not uncommon for a company to miss a planned product, it's a rare thing after a sparkling public announcement. This is completely unprecedented for Apple. The company plans the products many years in advance and meticulously orchestrates the events in which they start. It is extremely cumbersome to keep future plans under wraps, and adheres to criminal timetables to keep the products on track.
The long delays were already eyebrows (and the source of many rumors and speculations). That Apple now throws the towel in the project, makes it worse.
Remember that AirPower was one of the first products introduced at Apple's new Steve Jobs Theater. The accessory was shown alongside the iPhone X, the most important iPhone upgrade of a decade. And AirPower was the flagship accessory. Now we know that all this was a lie.
And AirPower is far from Apple's only embarrassment. Before AirPower there was BendGate and AntennaGate and the fiasco for slowing down the battery. The FaceTime bug was a rare privacy bug, and the Butterfly keyboard on new MacBooks is still a travesty. But none of that is akin to the fact that he was forced to kill a long-promised product before it went on the market.
I mean, AirPods 2, which has just been delivered, has a direct relation to AirPower on the packaging. Thousands of people ordered the second-generation AirPods or their wireless charger for $ 79, with the expectation that they could buy AirPower and charge it wirelessly.
At this point, we still do not know what exactly is going wrong to cause that. Apple's official line is predictably mild that "AirPower will not reach our high standards." Previous reports have revealed that the company has encountered a number of technical challenges, although other reports suggest that AirPower was indeed on the right track.
But this cloudiness just makes things worse. The repeated delays of Apple and the almost complete silence over AirPower made the famous accessories even more popular. "What about AirPower" became an oft-repeated meme at every subsequent Apple event, and speculation was an endless source of entertainment for Apple fans.
If Apple had managed to launch AirPower, the company would have had the opportunity to prove that its wireless charger was worth the wait. The fact that Apple can not deliver, but proves that we laugh at all AirPower memes in the first place right.