On Monday, I attended Apple's Steve Jobs Theater at Apple Park. Apple News +, Apple Card, Apple Arcade, and Apple TV + …
Each Apple News + builds on the foundation of the Apple News app, integrating magazines from Apple's Texture Acquisition alongside select newspapers and online publications. Apple Card is a much more involved take on the Apple Rewards Card from Barclays, but a card that Apple controls. Apple Arcade builds on the App Store and the success of the games category. Apple Music has taken the front seat to iTunes Music store.
Apple has experience in each category already – and they've hired experts or collaborated with partners in areas less familiar. There is no such thing as Apple say, but it's not so good. "
The venue for Apple's March 25th event is therefore notable. Apple has used Steve Jobs Theater for special events just twice before: the iPhone 8 and iPhone X event in September 201
Steve Jobs Theater serves the audience well, including Hollywood celebrities (and Oprah was impressed with the elevator), and the creative use of the theater walls played well in the room when dynamic backdrops were used for each TV show pitch.
No new hardware meant no hands-on demo area though. This is my first experience at Steve Jobs Theater.
Products In Use
Tim Cook set the theme of the event with a slide dedicated to the definition of the word service There is no new hardware on stage. Apple's business just like hardware and software. Think about features like FaceTime and iMessage, Find My Friends and Find My iPhone, not just Apple Music iCloud Photos.
If Apple's event events are about upgraded hardware and products, Apple's March event this year what about new ways to use those platforms on our devices. And yes, Apple's business is making money along the way.
For some Mac hardware. Apple News +
Apple News +
Apple News +, a paid version of the existing Apple News app. $ 196 per month for access to 300 top magazines, the LA Times and Wall Street Journal, and select online publications including The Skimm and TechCrunch Extra.
I was in the audience at SXSW last year When Eddy Cue announced that Apple was buying the digital magazine subscription service texture. There's something about the acquisition materialize into Apple News + a year later.
The proposition is interesting. Apple News +, the $ 9.99 / month price is a great value.
I'm not a big magazine reader, but I do see appeal in carefully written and selected stories captured in monthly issues as a contrast to the infinite stream of the online publishing world. Even if the same stories are available in both places, the magazine model perfect surfaces.
but in my experience these can be hyper targeted based on the magazine's category and often useful. In magazines compared to the web. Fewer words and more graphics can sometimes be found in interesting ways.
I'm happy with Apple News + customer to start. I like access to Runner's World Magazine, but a print subscription for a single magazine can be a lot cheaper than the full Apple News + experience if you do not want more out of it (like $ 12 / year versus $ 120 / year).  I'm concerned about the magazine to digital format. Magazines can take advantage of the Apple News Format to have attractive magazine covers and smooth-flowing articles, but some of the content (especially ads) can be tough to consume on the iPhone. Apple News + is definitely a better experience on the iPad for now.
And while about 50% of launch magazines are using the special Apple News Format, it's possible that number will decrease and increase
Unlike Texture, there's no presence on Android yet. Apple News + is included in the Apple News app. The app includes all of the free features
Compare this to Android Where the Beats Music app evolved into Apple Music. Apple is not giving away an appeal of the iPhone.
Finally, I'm curious about two things as it relates to magazine issues in Apple News +. Does Apple News + alert you when new magazines that are updated with new issues? And what's up every month?
Apple Card, Apple's new credit card, seems to garner the most amount of interest for readers during the event.
Apple is using Goldman Sachs as issuing bank and relying on MasterCard's payment network, but Apple appears Apple Card Wants to Be in the Future of Apple iPhone
You apply for the iPhone, Apple Pay-compatible Digital Card is issued instantly, and a Apple's Apple-designed card is available for transactions that do not work with Apple Pay.
The rewards program is easy to understand too. 3% cash back on Apple products and services, 2% cash back on Apple Pay transactions, and 1% cash back on physical card transactions. Apple Pay Cash Virtual debit cards in the Wallet app. You can spend that cash in apps or in stores using Apple Pay, or transfer the balance to your connected bank.
Compare that to other credit cards that have been or are not eligible for a grant.
The Apple Card wants to be good for Goldman Sachs image and it's in Apple's interest to help prevent customers from accruing debt that they can not handle. The digital and physical cards look pretty nice.
There are questions about the Apple Card before it launches in the summer though. When will joint accounts be supported? Might we see a balance transfer opportunity for switchers? Is the Apple Rewards Card Through Barclays Going Away?
Apple Credit Card, I do not think we'll hear more about the Apple Card at events beyond its launch.
Apple's upcoming subscription game service has introduced the best name of all new services. Remember Game Center? Apple Arcade is such a more natural name, and the Tron arcade-style effect for the unveiling was perfect. Luckily Stadia was already taken.
Details are still a bit sparse: launching this case for a monthly price that has not been announced yet. Whatever the monthly rate, it wants to include access to 100+ high-quality games across iPhone, iPad, Apple TV, and Mac with no ads and no in-app purchases.
By the way, nice ceramic Apple Watch Edition, Ann Thai! Hopefully ceramic returns with a Series 4-like design in the future.
I'm hardly a gamer these days, but I'm a parent of two young kids who already play iPad games today. Apple Arcade wants to include access for everyone in the family for a monthly fee through Family Sharing. I'm wasting money.
iPad gaming today often involves managing in-app purchases and dealing with aggressive banner ads , I do not mind paying for iOS games or unlocking content with one-time in-app purchases. Family Sharing and Screen Time Parental controls give parents a lot of control over how this is managed.
I'll gladly pay. "
Ads in games can be problematic, though, when they hit the wrong link can take you to safari $ 5- $ 15 / month for a high-quality game service that's never hijacked with banner ads that lead to sketchy sites through Safari, and there's nothing more frustrating than downloading a game app purchase. Apple Arcade is designed with Family Sharing in mind, and Apple event highlighted Screen Time parental controls during the keynote.
The list of game makers is so impressive. Disney, Gameloft, SEGA, LEGO, Konami, and Cartoon Network are familiar names Federico Viticci
On the developer side, I'm curious about Apple's role in backing development for these games. Apple TV +
Apple TV +
Apple's new streaming video service was the star , TV app.
Apple's enhanced TV app is a big upgrade to Apple TV as tvOS 11 and tvOS 12 platform updates. The new Apple TV app sports a new design with an updated app icon, a dedicated Kids section for finding family-friendly content based on characters and series, and a new channels feature.
Channels lets you subscribe to services like HBO and Showtime or CBS All Access and Starz without downloading a separate app from the App Store. Watch Movies and TV Shows.
Apple TV +, the new streaming video service coming later this fall, completely original movies and TV shows handpicked and produced for Apple. So far we do not know that Apple is licensing a catalog of existing popular movies and tv shows to beef up its steaming video catalog. Instead, Channels is an approach that treats Apple TV + as additive, not a replacement video service, and the TV app is one home for all video services that want to participate.
Netflix does not see any value in playing ball so subscribers can download their app separately, but plenty of other services will work with Channels in the new Apple TV app.
Subscriptions through Channels may not equal savings though.
Interestingly, Apple is bringing its upgraded TV to the iPhone, iPad, and Apple TV, and it's coming to the Mac this fall. But the Apple TV app also wants to debut on Samsung smart TVs this year, by LG, Vizio, and Sony smart TVs. Roku and Fire TV wants to pick up the Apple TV app.
Apple TV (the 1080p box, not the 720p Apple TV + subscription video service.
Speaking of Apple TV +, we've finally got a name for and sneak peek at Apple's original video content effort. Apple's effort in June 2017 when Apple announced it hired Jamie Ehrlicht and Zack Van Amburg from Sony Television, with Eddy Cue.
That announcement followed nearly two years of Apple TV +, with a single announcement from Apple.
Ehrlicht and Van Amburg took the Apple TV +, marking their first public appearance as Apple employees. Apple, but Ehrlicht and Van Amburg own the presentation without coming off as foreign to Apple.
Then there were the stars. Steven Spielberg, Reese Witherspoon, Jennifer Anniston, Steve Carell, Jason Mamoa, Alfre Woodard, Kumail Nanjiani, J.J. Abrams, Sara Bareilles, Big Bird, and a new character named Cody.
As a video streaming service, Apple TV + looks promising! Apple is fantastic at marketing. We are already making the service itself a bit theatric in a good way.
What might be different about Apple TV + than other services? With Apple Music, the magic at the start what curating and organizing existing art into playlists.
With Apple TV +, Jamie and Zach and team, but the content is all new. These shows may have existed elsewhere, but not in this collection.
A lot of early commentary has asked why Apple is bothering with a steaming video service. What difference do they think they can make?
But Tim Cook seemed to answer that in the keynote anyway. Apple Loves TV, Cook declared, and they think they can live lives through impactful and relatable storytelling that informs and inspires. Lofty goal for a TV service, but the preview was not lackluster.
For example, the Sesame Street Workhouse-created series called Helpster that's how it feels in line with Apple's vision: a female character named Cody who lives in the Sesame Street universe who wants to teach pre-schoolers about coding. I am that up as a parent.
Apple's other shows seem to be entertaining.
be added monthly
And about the Hollywood stars: I do not expect that again again soon. This was a new, one-time unveiling. There may be industry-standard video-only events in the future, we'll see, but I doubt we'll see it next to a new iPhone or iOS features going forward.
As an attendee, there's definitely excitement in the room sitting before the cast came out on stage.
Generally, though, celebrity endorsements have long been a strategy in marketing (…) 101 classes in college teach this). Beats masters this, and plenty of major companies rely on celebrity endorsements for advertising. The new Apple TV + service is leaning heavily on it too, but through their involvement in the service's content.
The single slide with all the names of talent working with Apple TV + WWDC:
So while Mac Pro fans will probably have to wait a few months before there's hardcore hardware news, I have seen Apple's special services Event as well-rounded.
Care about any number of specialized topics? Apple News + may have a magazine or 300 for you. Care about financial health and saving money? There's an Apple Card. Consider yourself a gamer or the parent of one? Apple Arcade. And Apple TV has a wide range of talent even if you do not recognize every big name in the giant word cloud.
And while Apple Card is a US-focused service, Apple Arcade and Apple TV + have large-scale international ambitions. Apple News + is limited to the U.S. and Canada for now, but Have you ever come back?
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