If you had a working internet connection and the capacitance to Google before yesterday , you ’d already seen the iPhone 6 and 6 Plus in full item . The particular of the Apple Watch , though , remained a mystery until the ending . How ’d Apple keep the enigma ? By sacrificing a little part of its magic . And by commit itself at risk of exposure .
A few years ago , we wrote about a key ingredient to the winner of Apple upshot like yesterday ’s : Its ability to“show and trade . ”Instead of trotting out destine vaporware , or products that did materialise but far later than promised , or long after the shine had worn off , there used to be an implicit guarantee that what you saw on Apple ’s stage would be in its stock almost immediately . The gap between I want that and I have that was much nonexistent .
And they ’ve pull it off plenty of times ! The iPad was a revelation . The iPhone 4S count just like the iPhone 4 , but even thatcaught us off guard . Leaks were either nonexistent or unseasonable , both because Apple police them sharply and because the supply chain had fewer proletarian with fewer smartphone cameras to plunder all the fun .
You ca n’t do that anymore , though . You have n’t been able to for age . Too many parts strut out of the factory , and too many people Voltron those component together into a near - perfect facsimile of the actual , inevitable product . Once a twist has go into output , there ’s simply no defense team stringent enough to keep it under wraps .
So what do you do ? You stop exhibit and selling . You show , and you look .
Show and Stall
The reason the Apple Watch was such a surprise — not its existence , but any details about how it looks or what it does — is that the Apple Watch does not , in any manner that matters to you , survive . You ca n’t corrupt it , you ca n’t use it . you’re able to — if you attend an event dedicated to its entry — put it on your wrist , but not a version that has a workable showing . As far as you ’re concerned , the Apple Watch is a fairy tale . And it will remain so until some unspecified date next class .
That ’s fresh ! Apple deal to pull off a “ one more thing ” moment for the first prison term in year , and debuted an input method acting — that “ digital crown“—that no one had even guessed at . It was a classical Apple moment , in the mother wit that it capture an free energy unique to the companionship , an vigour we have n’t seen it in quite some sentence .
Well , that ’s not entirely true . Yesterday ’s Apple Watch Moment had a test run with last class ’s Mac Pro , a cylindrical outlier whose very world was a surprise . That Apple was refreshen the Mac Pro at all should have warranted more leak ; that it front like a outer space - aged trash can all the more so . The Mac Pro did n’t leak , though , because the Mac Pro was n’t quick when it was announced . It would n’t be for four more months .
So that ’s the new game plan , it seems . If a product is important enough , different enough , secret enough to deserve a surprisal first appearance , just show a paradigm . Worry about the supplying chain later . After all , it worked cleanly with the Mac Pro . But the Apple Watch will be a much knotty test .
Now Comes the Hard Part
After announce the Mac Pro , Apple had to live up to a single hope : That it would be able to mass - bring on a desktop data processor that fit all of its parts into sleek round package . But after announce the Apple Watch , Cupertino has to go up to the hope of a coevals - determine product .
Just think of everything Apple need to get right between now and whenever the Apple Watch comes out : A brand new physical smartwatch interface . A brand new smartwatch operating system of rules , bundle with features that no one has ever attempted before . The ability to work seamlessly and securely with partners who curb everything from your hotel way shut up to your checking account . Three kinds of smartwatches , each in two sizes . Tactic feedback . split second - communion . Animated homescreens . seaworthiness trailing . Battery life . Battery lifespan . Battery living .
That ’s not to say that none of these things already process in some electrical capacity ; there were demos aplenty . It ’s also not to say that I doubt Apple can rive it off . The Apple Watch vision is clear , and clearly realizable . It ’s also clearly not finished ; if it were , you ’d be ordering it alongside the iPhone on Friday .
That ’s a strange position for Apple to regain itself in . clear it believe there ’s still enough big businessman in The Reveal to be deserving it . But sometimes the voiceless trick of all is making sure your promises come true .
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