It was the first keynote that Apple organized since the annoucement of its poor results last quarter due to China’s low results.
A lot what expected from investors, scared by a loss of Apple’s value. It seems that the Cupertino-based company decided to put on a show, starring Hollywood celebrities and new products to wow investors. This includes an updated News feature, iOS 12.2, new animojis and Airplay 2 features.
Here is a little summary of what was introduced during this long record two-hour keynote and why Apple is keen to be back in the high-tech game.
1. Will it surpass Netflix
What do Jennifer actors Jason Momoal, Jennifer Aniston, Reese Witherspoon, Alfre Woodard, TV personality Oprah Winfrey and Tim Cook have in common? They were all on stage at the 2019 at the Steve Jobs Theater in Cupertino on March 25th!
It was a first as usually Apple does not need celebrities to be on stage to become the “big show” tech addicts like. However, this year was a little bit different. With an increasing competition coming from China and plummeting sales in Asia, the brand had to rethink its strategy.
To start with, Tim Cook wanted to show there was a huge accent on movies and videos in general. The introductionary video during the keynote simply set the tone.
Therefore, it has chosen to either counter Netflix and Huawei styles. Apple has decided to update its streaming presence and launched “Apple TV Plus”.
It will release an exclusive new TV show called “The Morning Show”. It will feature award-winning Hollywood persona such as Steve Carell.
Show is described as “an inside look at the lives of the people who help America wake up in the morning, exploring the unique challenges faced by the women (and men) who carry out this daily televised ritual”.
Witherspoon and Aniston have officially announced their roles as actresses and executive producers.
2. The next #1 digital newsstand
While iOS 12.2 launched right after the conference, Cook and his team have designed new features. Apple News should become in a few days more than just your five-headline-homepage.
This year, the Internet giant will launch a New kind of monthly unlimited media subscription service for 300 initial publications, including “the New Yorker, Esquire, The Atlantic, National Geographic, Men’s Health, and Vogue. It will be “the only place” where you’ll be able to get all of them at once.“, reported the Verge.
It promised users not to track what they read or save information on what kind of stories they were reading, including political views, religious beliefs or sexual identities.
While most American media have been undergoing tremendous lay-offs for the first quarter – 300 staff for BuzzFeed, 300 at Condé Naste, 200 at USA Today and 300 at Vice – it seems that the platform is offering a new revenue alternative.
Read our story: “Can We Trust Facebook’s Move to ‘Trustworthy’ Media?”
However, some media have reportedly refused to join the platform, including the Washington Post and the Wall Street Journal, that will only give a curation of “selected articles”. Journalism experts also fear that this will hinder journalists salaries dramatically, as it would reduce the number of readers buying hard copies and getting direct subscription for only one media.
The app has already launched in the US and Canada. Australia and the UK will follow this autumn, while Europe should only get the service next year.
3. A credit card on IPhone
Last but not least, Apple will launch its own credit card. It will not be linked to any bank, but it will allow the consumer to redeem discounts instantly and use a credit card on a phone thanks to Apple Pay.
Tim Cook promised on stage a high level of “security” with a sleek design. It promises to deliver a card that will explain each consumer’s data, while protecting it from the advertising industry.
The Apple Card’s presentation says that there will be a bot service directly available from Imessage. A new way to redefine banking, as this will be the first time ever in the western world that a manufacturer launches a smartphone that allows its user to pay.