Category: technology | 技術 | 기술 | テクノロジー

It’s hard to explain to someone who didn’t live through it how transformation technology has been. When I was a child a computer was something mysterious. My Dad has managed to work his way up from the shop floor of the shipyard where he worked and into the planning office.

One evening he broad home some computer paper. I was fascinated by the the way the paper hinged on perforations and had tear off side edges that allowed it to be pulled through the printer with plastic sprockets connecting through holes in the paper.

My Dad used to compile and print off work orders using an ICL mainframe computer that was timeshared by all the shipyards that were part of British Shipbuilders.

I used the paper for years for notes and my childhood drawings. It didn’t make me a computer whiz. I never had a computer when I was at school. My school didn’t have a computer lab. I got to use Windows machines a few times in a regional computer labs. I still use what I learned in Excel spreadsheets now.

My experience with computers started with work and eventually bought my own secondhand Mac. Cut and paste completely changed the way I wrote. I got to use internal email working for Corning and internet connectivity when I went to university. One of my friends had a CompuServe account and I was there when he first met his Mexican wife on an online chatroom, years before Tinder.

Leaving college I set up a Yahoo! email address. I only needed to check my email address once a week, which was fortunate as internet access was expensive. I used to go to Liverpool’s cyber cafe with a friend every Saturday and showed him how to use the internet. I would bring any messages that I needed to send pre-written on a floppy disk that also held my CV.

That is a world away from the technology we enjoy now, where we are enveloped by smartphones and constant connectivity. In some ways the rate of change feels as if it has slowed down compared to the last few decades.

A Diamond is Forever + more things
A Diamond is Forever

DeBeers have resurrected their tagline A Diamond is Forever. What’s interesting is that DeBeers is focusing the campaign only in China and the United States. Whilst the heritage of A Diamond is Forever may resonate with the American audience. I am less sure about how it might resonate for Chinese consumers.

While diamonds are a good store of value, the move towards guo chao – Chinese things for Chinese people is another dynamic that may affect receptivity.

Beauty

Gen X men prefer gently-scented bodycare products over heavily-scented ones | Mintel – Despite having body odour concerns, Gen X doesn’t go for heavily scented products as they have dry, sensitive and acne-prone body skin. Among Gen X, itchiness, excessive sweat and rashes concerns stood out from those of other consumers. They are also concerned with the odour associated with the result of sweat.

Japan’s Fukushima wastewater release sparks Chinese hesitation in J-beauty | Cosmetics Design Asia – much of this is down to how Chinese rhetoric has affected Japanese country brand perceptions around the purity aspect of quality.

China

EU to launch anti-subsidy probe into Chinese electric vehicles | Financial Times

China’s business confidence problem | Financial Times

Chinese state media censors itself after highlighting poem about corrupt leaders | China | The Guardian

Intelligence services set to unmask China spies | Daily Telegraph

Jeep Parts Prices Soar Over 10 Times in China After Local Producer Went Bust

Economics

The Pursued Economics of advanced economies.

https://www.youtube.com/live/dYR8sF12TW4?si=Nq6ZFAGDcRHKbStT

Future Horizons drops bearish stance, lifts chip market forecast | EE News Europe – still negative, but not as a large drop predicted, which indicates less precipitous economic decline.

FMCG

Welcome to the Anti-Woke Economy | The New Republic – A fledgling parallel economy has emerged on the right, hawking everything from coffee to vitamin supplements to anti-abortion protein bars. But can a business movement born of political and cultural grievance be viable over the long term?

Health

Breaking Through Depression; The Balanced Brain – reviews | The Guardian

An inconvenient truth: Difficult problems rarely have easy solutions | Behavioral and Brain Sciences | Cambridge Core – Individual-level interventions are often interesting and easy to implement, but are unfortunately ill-equipped to solve most major global problems (e.g., climate change, financial insecurity, unhealthy eating). Resources spent developing, pursuing, and touting relatively ineffective i-frame interventions draw resources away from the development and implementation of more effective s-frame solutions. Behavioral scientists who want to develop solutions to the world’s biggest problems should focus their efforts on s-frame (system level) solutions

Ideas

The AI and Leviathan series examining what it means if AI did actually change everything including extreme techopolarity.
- Part 1 – institutional economics of an intelligence explosion
- Part 2 – preparing for regime change
- Part 3 – techno-feudalism
My friend Gerd Leonhard has a more techno-utopian view, but acknowledges his vision is a best case scenario.

Innovation

Sony harvests electromagnetic ‘noise’ and offers milliwatts EE News Europe

How to Depolarize American Democracy – by Dexter Roberts

Luxury

How the metaverse downturn is benefitting digital designers | Vogue Business

Marketing

Dentsu launches paid search tool that uses AI to speed up creativity and optimization – Digiday – d.Scriptor — a new proprietary offering it’s developed to supercharge paid search, mainly in the area of ad copy development but also as a means to optimize and adapt execution. Dentsu is announcing the tool today, after pilot testing over the last several weeks. It’s meant to help with boosting the volume of creative messaging with an eye toward improved engagement rates, as well as to speed up the process of creative experimentation, and cut down on the time required to perform optimization tasks – the more variants that you cram into a Google Adwords programme the better a job it can do on optimising display based on what works. I spent a lot of time coming up with variants in spreadsheets to do this when I was freelancing

Media

Nobody Will Tell You the Ugly Reason Apple Acquired a Classical Music Label

Exclusive: The Economist adds podcast subscription tier

In Its First Monopoly Trial of Modern Internet Era, U.S. Sets Sights on Google – The New York Times – about two decades too late. The EU gatekeeper move is very interesting: Digital Markets Act: Commission designates six gatekeepers | European Commission

CAA Sold to French Billionaire François-Henri Pinault – The Hollywood Reporter

Online

We’re Updating our Community Standards – Linktree – changes on conditions, particularly focused on sex work, presumably to cover themselves from US legislation. There are also restrictions on regulated sectors like vaping and alcohol

Can Yahoo Be Saved? How Apollo Is Rebuilding an Internet Icon — The Information

Retail

Levi’s chief digital officer on the strategy to triple e-commerce sales | Modern Retail

Security

New vehicles a “privacy nightmare” where you consent to carmakers collecting data on behavioral, biological, even sexual activity | Boing Boing

Afghanistan is the fastest-growing maker of methamphetamine, UN drug agency says | MACAU DAILY TIMES 澳門每日時報

Software

LLMs have serious problems

Apple Boosts Spending to Develop Conversational AI — The Information

When AI Begins to Replace Humans – by Rex Woodbury – how CAPTCHAs are improving machine learning

China’s Horizon Robotics to Transfer Hundreds of Employees to Its JV With Volkswagen Unit

Technology

Groq Demonstrates Fast LLMs on 4-Year-Old Silicon – EE Times

Generative AI exists because of the transformer | FT

Apple & Qualcomm – Gritted teeth – Radio Free Mobile

TSMC to invest in Arm and Intel subsidiary IMS Nanofabrication | DigiTimes – the ARM investment will get the headlines but the more interesting technology is in the IMS Nanofabrication aspect of the deal

Telecoms

Network quality is still very important for German telco customers—but that’s only half the story – Kearney
October 19, 2023
General Magic

General Magic has a reputation of being the technology equivalent of the Jordan-era Chicago Bulls, but it ended up going nowhere. I never got to see the device in person, it was only available in Japan and the US. It’s as famous much for its alumni, as it is for its commercial failure.

This is captured in a documentary of the same name. For students of Silicon Valley history and Apple fan boys – the team at General Magic sounds like a who’s who of the great and the good in software development and engineering.

General Magic started within Apple with a brief that sounds eerily like what I would have expected for the iPhone decades later.

“A tiny computer, a phone, a very personal object . . . It must be beautiful. It must offer the kind of personal satisfaction that a fine piece of jewelry brings. It will have a perceived value even when it’s not being used… Once you use it you won’t be able to live without it.”
Sullivan M. (July 26, 2018) “General Magic” captures the legendary Apple offshoot that foresaw the mobile revolution. (United States) Fast Company magazine

The opening sequence tells you what the documentary is going to lay out. Over carefully curate images of Silicon Valley campuses, Segway riders and the cute bug like Google autonomous vehicle a voice talks about success and failure. That failure is part of the process of development. That General Magic has a legendary status due to its status as precursor to our always-on modern world and while the company failed, the ideas didn’t.

The genesis of the spirit of General Magic goes back to the development and launch of the Macintosh with its vision of making computers accessible. The team looked around the next thing that would have a similar vision and impact of a product. The Mac had got some of these developers on the front cover of Rolling Stone – they were literally rockstars.

You get a tale of dedication and excitement that revolved around a pied piper type project lead Marc Porat, who managed to come to the table with a pretty complete vision and concept of where General Magic (and the world) would be heading. The archive of footage of the offices with its cool early to mid 1990s Apple Office products still amazes now. The look of the people in the archive footage, make my Yahoo! colleagues a decade later seem corporate and uptight by comparison.

Veteran journalist Kara Swisher said that she started following the company because it was ‘the start of mobile computing, this is where it leads’.

What sets the documentary apart is that it tapped into footage shot by film maker David Hoffman who was hired to capture the product development process. The protagonists then provide a voice over of their younger selves. Their idealism reaches back to the spirit of the 1960s. You can see how touch screen screens and the skeuomorphic metaphors were created and even animate emoticons.

I’ve never known a development process with so much documentary footage. Having been in this process on the inside, the General Magic documentary portrays a process and dynamics that haven’t changed that much.

The ecosystem that the startup assembled including AT&T, Apple, Motorola and Sony made sense given the ecosystem and power that Microsoft had behind it. It’s hard to explain how dominant and aggressive Microsoft was in the technology space. Newton came out as a complete betrayal and John Sculley, who is interviewed in the documentary comes across worse than he would have liked.

The documentary also has access to the 1994 promotional film where General Magic publicly discussed the concept of ‘The Cloud’ i.e. the modern web infrastructure – but the documentary doesn’t dwell on this provable claim.

Goldman Sachs was a key enabler, the idea of the concept IPO set the precedent for Netscape, Uber, WeWork and the 2020s SPAC fever.

In a time when there is barely one thing changing the technology environment, General Magic were pursuing their walled garden of their private cloud and missed the web for a while. Part of this is down to their relationship with AT&T.

The documentary covers how project management dogged the project. Part of the problem was perfectionism was winning over the art of the possible and not focusing on the critical items that needed to be done. The panic of having to ship.

It’s about getting the balance between ‘move fast and break things’ versus crafting a jewel of a product.

But shipping wasn’t enough, the execution of shopper marketing and sales training was a disaster. The defeat was hard given the grand vision. But the ultimate lesson is that YOU are not representative of the mainstream market.

The documentary post-mortem featuring thinkers like Kara Swisher and Paul Saffo points out the lack of supporting infrastructure, that would take years to catch up to where General Magic’s Magic Link had gone. Paul Saffo uses a surfing analogy that I had previously read in Bob Cringely’s Accidental Empires about catching the right wave at the right time.

John Sculley over at Apple made similar mistakes to the General Magic team which resulted in him being fired from Apple. Sculley makes the very human admission that being fired from Apple took him about 15 years to recover from personally.

IBM Simon

The documentary gives a lot of the credit (maybe too much of it) to General Magic as the progenitor of what we now think of as smartphones. The reality as with other inventions is that innovation has its time and several possible ‘inventors’; or what author Kevin Kelly would call ‘the technium’. This is the idea that technological progression is inevitable and that it stands on the layers of what has gone before, like fossils found inside rocks several foot deep. For instance, IBM created a device called Simon which was ‘smartphone’ which sold about 50,000 units to BellSouth customers in the six months it was on the market. Motorola – who were a General Magic partner also launched a smartphone version of the Apple Newton called the Motorola Marco in January 1995 and there are more devices around the same time.

Reality is messy and certainly not like the clean direct line that the General Magic documentary portrays, even the Newton was only part of the story.

The Wonder Years

I was thinking about what I liked so much about the General Magic documentary. I immediately thought about it reminding me of my falling in love with the nascent internet and technology, which then bought me to the start of my agency career working with Palm (the company that eventually helped kill off General Magic’s product ambitions) and the Franklin REX which came out of sychronisation pioneers Starfish Software.

But it was deeper than that. The Silicon Valley portrayed in the General Magic documentary wasn’t the dystopian hellscape of platform firms, generation rent, toxic tech bro culture and ‘churn and burn’ HR culture. Instead the General Magic documentary story represented a halcyon past of Silicon Valley portrayed in books like Where Wizards Stay Up Late, Fire In The Valley and Insanely Great. Where talented people motivated by a fantastic vision thing, with a user centred mission worked miracles. The darkness of fatigue and god knows what else is largely hidden by a Wonder Years TV show feel good nostalgia. Maybe it gives us hope again in the tech sector, despite Peter Thiel, Mark Zuckerberg, Tim Cook and Elon Musk? Maybe that hope might inspire something great again?

Marc Porat’s personal tragedy and Tony Fadell’s business failure brings a hint of the real world through the door. The documentary uses Fadell’s link with the iPod and iPhone as a point of redemption, resilience, perseverance and vindication for General Magic.

There’s also a cautionary tale full of lessons learned for new entrepreneurs, who often get the vision thing but forget about the details. More on General Magic here.

More reviews here.

October 2, 2023
September 2023 newsletter – the difficult 2nd album
September 2023 newsletter introduction

The September 2023 newsletter time came around quickly. As I write this, it’s almost the end of September and it feels like no time since I curated the last edition. If you’re reading this, and it’s your first time welcome! If you read the pioneer issue; I hope that this isn’t the newsletter equivalent of the difficult second album.

If this continues to go well I will put one out each month. You can find my regular writings here and more about me here.

Things I’ve written.

Rolex Submariner 5512
- Analysis on the Bucherer acquisition by Rolex – which shook up the luxury sector in the run up to the end of August.
- Psychotherapy and culture. How psychotherapy has been mainstreamed via culture, and in turn influenced culture.
- Digital abortion clinics. How tele-health businesses are trying to address the challenges posted by US state abortion bans and how these services should be doing a better job protecting their patients, in particular their privacy.
Books that I have read.
- The Code by Margaret O’Mara. O’Mara’s work like my last month’s recommendation Chip War is a history of Silicon Valley. The key difference is that O’Mara approaches the history through the lens of the American political environment, whereas Miller’s Chip War considered it more in terms of global geostrategic politics. You can read more of my take on The Code here.
- Deluxe – how luxury lost its lustre by Dana Thomas. Thomas’ book came out in 2008, but much of it is still relevant today, particularly around what my friend Jeremy dubbed the ‘Supremification’ of the luxury sector. You can read more of my take on Deluxe here.
Things I have been inspired by.
- Lately I have been listening to Kurena an album by Japanese jazz musician Kurena Ishikawa. I reviewed the album here.
- The Korean Cultural Centre in London has a series of rotating art exhibitions. I got to see Audible Garden by Jinjoon Lee. Lee is a multimedia artist. The exhibition usesculptures, drawings, a wall painting, prints, videos, and directional sound installation to create an experience that blends inside and outside landscapes. If you’re involved in creating experiences you’ll want to see it. The exhibition is on until October 13, 2023.
- My friend Natalie Lowe runs The Orangeblowfish with her husband in Shanghai. One of the projects that they worked on was helping media agency Mindshare rethink their office space and employee brand through the power of comics.
- We talk a lot about the benefits of neurodiversity in business thinking. But a less explored area is that of cognitive diversity. While Myers-Briggs Type Indicator is an imperfect measure, this work by UCL and Sense Worldwidehighlights the benefits of cognitive diversity in envisioning new possibilities.
- Swatch Group continues with its Mondelēz International -like brand mash-ups (a la Cadburys Dairy Milk x Ritz crackers), this time Swatch x Blancpain. I wonder what this does to luxury brand caché? I imagine that there will be a short burst of hype tempered by existing customers concern about paying $800,000 for a watch from a brand that also puts its name on plastic tat. Omega were a well known premium watch brand, often seen as a cheaper alternative to Rolex. Blancpain is the oldest brand in Swiss watchmaking with the longest most storied history of horology. It is a brand for die-hard watch fans, they made the first automatic self winding wrist watch and still make sophisticated complications like the 1735 Grand Complication and the highly regarded Fifty Fathoms range which pioneered modern dive watches. The company slogan has been:
Blancpain has never made a quartz watch and never will
Blancpain

It seems the resale value on these watches on secondary market platforms has dropped almost immediately after launch.

Finally Alzheimers Research put out a fantastic animated film to illustrate the impact of dementia on a life.

Things I have watched.

Moving on from the French new wave works of Jean-Pierre Melville that I viewed in August, this month I revisited works from the Hong Kong new wave. Chow Yun Fat’s performance in the John Woo-directed film The Killer blew me away when I first watched it on VHS tape and still moves me today, more on that here. I followed this up with John Woo’s second best well-known film Hard Boiled. Watching it for the first time in several years, gave me a slightly different perspective on the film – I can see obvious influence it would have had on 1990s Hollywood – in particular the Die Hard series; but the ‘new wave cinema’ elements felt like stylistic add-ons rather than a crucial part of the story.

Netflix has a couple of sleeper Japanese language series:
- Sanctuary is about the journey of a young man from a broken family in the world of professional sumo.
- Informa is a tale of revenge and assassination played out in modern day Japan highlighting the close links between the yakusa, local politicians, the construction industry and the media.
Useful tools

Small fridge magnets

Working with colleagues who had a fantastic whiteboard, this whiteboard was vast like the rolling door on a freight carriage. Everything was brilliant but for the fact that Post-It notes wouldn’t adhere at all to the surface for some reason. Thankfully, I’d had a run through on the room a few days before and found this out by accident. So I got some fridge magnets that were ideal for using with Post-It notes on the day. I now have three dozen of them in my loadout for in-person workshops.

Flight Delay Compensation

If like me you’ve had problems with airline delays and cancellations, Moneysavingexpert have put together:
- An explanation of your rights
- Links to tools that make claiming comparatively painless
More here.

The sales pitch.

Now taking bookings for strategic engagements. Contact me here.

The End.

Ok this is the end of my September 2023 newsletter, I hope to see you all back here again in a month. Be excellent to each other. Let me know what you think or if you have any recommendations to be featured in forthcoming issues.
September 29, 2023
Enquire Within + more things

Enquire Within Upon Everything

Enquire Within tends to appear in book collections for people of a certain age, or, where the book collector has inherited part of their collection. Spending time on the family farm in Ireland during my childhood, I used to see a copy of an early 20th century vintage sit next to a dog-eared copy of Old Moore’s Almanac (not to be mistaken for a separate UK publication: Old Moore’s Almanack), Old Moore’s was used for deciding what to plant in the garden besides potatoes.

During the bank holiday weekend, staying with my parents, emergency works on a water main managed to take out the broadband and electricity along their road. I went back though my Dad’s boxes of books and leafed through my parents copy of Enquire Within. My Dad thinks he had received the copy as a gift from a the owner of a second hand book store in Birkenhead market right after he had moved into the first house that my parents had bought. But he can’t be certain. Given that the outer gloss paper wrap around the hardback inner cover uses a font that looks similar to Eurostile and the price is in decimal – I guess it’s from the early to mid-1970s.

Enquire Within could be thought of as a primer for everyday life. Topics included how to play a variety of card games, basic first aid, the basics on taxation and education with the addresses of the UK government departments responsible. There was a travel section with a few paragraphs on every western European country, which had been written by the Financial Times travel correspondent. The gardening section went into much more depth explaining what a hardy annual and hardy perennial were, alongside the correct way to build a compost heap, how to dig drills and prune roses.

At the back there is an exhaustive list of children’s names together with their meanings.

Enquire Within and the origins of the web

What I didn’t find out until later on was that Tim Berners-Lee was partly inspired to create a predecessor to what would become the world wide web by a Victorian vintage copy of Enquire Within that was in his parents house when he was growing up. The system was called ENQUIRE and seemed to be similar conceptually to HyperCard or a Wiki. The World Wide Web came out of Berners-Lee’s efforts to integrate disparate systems including ENQUIRE together to facilitate better collaboration between CERN research projects.

Beauty

Digital culture is changing our face: How South Korea is inspiring new cosmetic trends | Culture | EL PAÍS English

Economics

MIT Economist Daron Acemoglu Takes on Big Tech: “Our Future Will Be Very Dystopian” – DER SPIEGEL – The rich and powerful have hijacked progress throughout history, says Daron Acemoglu. They did so back in the Middle Ages and also now in the age of artificial intelligence.

Decoupling isn’t phoney – by Noah Smith – Noahpinion

Energy

The Japanese Companies Pursuing a Hydrogen Economy – The Diplomat

Bosch starts production of 800V EV technology | EE News Europe

Finance

This video on money laundering is as much of interest for the phenomenon of quality documentaries on YouTube as it is for recycling known truths about HSBC.

Gadgets

Global Smartphone Shipments Will Hit Lowest Point in a Decade, IDC Says – CNET – likely to be a mix of market maturity and indicative of inelastic pricing in the premium sector

Hong Kong

Language Log » Language and politics in Hong Kong: National Security and the promotion of topolect and Hong Kong national security police target Cantonese language | Quartz

Bigger, better, smoother? Hong Kong, Shenzhen border zone blueprint hopes to offer best of both worlds, as Beijing ‘exerts pressure’ to spur cooperation | South China Morning Post – Leonard Chan Tik-yuen, chairman of the Hong Kong Innovative Technology Development Association, said the blueprint amounted to directives from Beijing that told both cities to become more integrated.

Innovation

Startup uses MEMS ultrasound to improve audio speaker | EE News Europe

Japan

The Japanese student dorm that governs itself – The Face

Marketing

First-Party Data Is Retail’s Next Growth Engine | BCG and CPGs may have embraced data collaboration, but they need to take it further | LiveRamp | Open Mic | The Drum. Yet more from The Media Leader: Retail media: were we right to get so excited? – The Media Leader

Media

Podcast: Why OOH audiences have not hit a ‘new normal’ yet – with Route’s Denise Turner – The Media Leader

Changes in the nature of the music industry

Goldman Sachs Exchange

Online

Yahoo, taken private by Apollo Global, finds a new renaissance

Retailing

The Forrester Wave™: Commerce Search And Product Discovery, Q3 2023, Surfaces The Challenges Of AI Unchecked – Don’t let buzzwords distract you from what your customers — and your business — need. Vendors often use their own terminology, especially in a market that hasn’t had a Forrester Wave evaluation in place already. One will talk about how extremely relevant their results are, while another will scoff at “relevancy” as outdated methodology. You’ll hear semantic, vector, hybrid, ML, AI, and all sorts of branded names for products and functions

Security

The Cheap Radio Hack That Disrupted Poland’s Railway System | WIRED – the ability to send the command has been described in Polish radio and train forums and on YouTube for years. “Everybody could do this. Even teenagers trolling. The frequencies are known. The tones are known. The equipment is cheap. – This reminds me of the blue boxes used for phone phreaking decades ago.

I Tracked an NYC Subway Rider’s Movements with an MTA ‘Feature’

Software

Adobe’s AI diversity auditor | Patent Drop – is seeking to patent a system for “diversity auditing” using computer vision. Essentially, this system uses facial detection and image classification to break down photos of employees and slot them into categories based on certain physical traits and characteristics. Adobe’s system looks through several images and detects faces in each one, then classifies each face based on a predicted “sensitive attribute” relating to “protected classes of individuals,” such as race, age or gender. For example, Adobe noted, this system may classify images from a company’s website, then compare its predictions to a “comparison population.”

Technology

Mexico’s Microchip Advantage | Foreign Affairs – there are significant hurdles to making Mexico a bigger player in supply chains for chips and advanced technologies. The country lacks its Asian rivals’ existing networks of high-technology firms. Until now, investments in the sphere have been sparse. To change this situation, Mexican political and business leaders need a clearer strategy for attracting semiconductor investment. The dividends, both for Mexican industry and for U.S. supply chain security, could be significant. Today’s large-scale shift away from China-focused assembly operations offers a once-in-a-generation opportunity to create a more fully integrated North American semiconductor and electronics supply chain. Despite the United States’ major involvement in many segments of the chip industry, there is at present hardly any semiconductor packaging or assembly in the country and very little anywhere else in the Western Hemisphere. The United States maintains a leading role in R&D-intensive segments of the semiconductor industry, including chip design and manufacturing equipment. The CHIPS Act is intended to increase the amount of chip fabrication in the United States. Yet neither the United States nor any country in the Western Hemisphere plays a major role in the final stages of the chip manufacturing process—assembly, testing, and packaging (ATP)—in which semiconductors are tested and assembled into sophisticated packages. The Western Hemisphere also does relatively little assembly of advanced electronic systems that require a lot of chips, such as consumer electronics.

Web of no web

Surfings equivalent of a dive computer: Search GPS Test User Signup

September 21, 2023
Wonderlust Apple event
The Apple Wonderlust event happened on September 12, 2023. The events timing fitted in with the two Apple events a year that we have grown to expect:
- Worldwide Developers Conference – in June.
- Autumn event in September / October.
Unlike when I started buying Apple products these events are no longer hosted at external conference centres but at Apple’s own conference centre as part of its campus. For the past decade and a half Apple hasn’t participated at wider trade shows, in the same way that the likes of Samsung or Microsoft would at CES.

Apple Inc.

Apple events from the late 1990s onwards built their reputation for being great live performances by Steve Jobs and the management team. COVID-19 seems to have allowed Apple to move to a pre-recorded keynote that the media and general public watch together either in person or streamed online, followed by the media being allowed to get hands on with the products.

This allows for a polished event presentation, all-be-it one that might be out of touch with its audience. More on that later.

Is wonderlust even a word?

A quick look at dictionaries offline and online kept bringing up results for wonderlust – the hankering to travel. That was until I hit Urban Dictionary that categorised wonderlust this way:

the desire to be in a constant state of wonder
Joe had a serious case of wonderlust: he was bored of anything ordinary.

There were other definitions, but I think that they were outside the scope of where Apple wanted to go.

TL;DR

If you’ve bought an Apple product in the past three years there weren’t any ‘must buy’ products showcased in the Wonderlust event. Your iPhone and Apple Watch will still be good enough and benefit from this years upgraded OS. If you have a device over three years old then upgrading to the new products is worth considering.

Apple still hasn’t jumped on the folding screen bandwagon that Samsung has. Given that we don’t see question-and-answer sessions that Steve Jobs sometimes indulged us with we don’t know the definitive ‘why’ yet.

The meh moments

There was more to criticise in this Apple events than other recent ones.

USB-C as a benefit

The reality is that in order for Apple to sell in the European Union it has had to move the iPhone and AirPods to a USB-C connection, away from the the Lightning connector. Apple tried to play this off as an improvement that they’d made to their phones, but the reality is that it was a change forced upon Apple.

Cringeworthy ESG update

Part of the pre-recorded content was a skit where Mother Nature turns up at Apple HQ for a meeting with the team about improvements in their environmental record. The problem was that the film was out of touch with the audience and has been roundly criticised.

For five minutes, we had the same thing over and over. It might be about materials one moment and packaging the next, but it was a single gag stretched out too far.

It was stretched so thin that you could see the thinking behind it. Every single element was good by itself, and no one would cut anything.

But the result is that every single element was undermined by the repetition. And instead of Apple showing it was better than just sell-sell-sell videos, the result was that the sketch felt like padding in an event that’s like drinking tech data from a fire hose.
AppleInsider – Apple’s ‘Mother Nature’ sketch was a complete dud, and didn’t belong in the iPhone 15 event

I do think it went on too long — the whole segment (sketch plus details) in fact was just 10 minutes long, not 20. But seemingly everyone, including me, felt like it lasted 20 minutes, which is never a good sign.
Daring Fireball (John Gruber) – Thoughts and Observations on This Week’s ‘Wonderlust’ Apple Event

There were some good points highlighted:
- Recycled materials usage. There were also claims made about leather usage, but these only applied to Hermés straps sold within Apple’s own retail channels.
- Taking plastic out of packaging. Apple has been minimising packaging by taking items out of the box (iPhone earphones, iPhone charger being two high profile examples). But now it’s taking plastic out of packaging as well. Its able to do this due to control of all aspects of its manufacturing process and packaging re-engineering. This is also pleasing to Apple shareholders. Given that Apple’s packaging is bought at scale, decreased materials usage and size means less risk of damage and reduced cost of manufacture & transport – any increased cost in design and packaging development will be amortised across millions of units. You see a similar benefit in Apple’s product materials as well such as aluminium laptop chassis.
- Carbon offset for energy used not only in the manufacture of Apple Watch, but also throughout their expected life.
- A move towards more ocean freight to reduce logistics carbon footprint, compared to air travel. This will have had a direct impact on the flexibility and responsiveness of Apple’s global supply chain, particularly custom specified products like non-standard MacBook Pro configurations.
Apple still has a lot of problems however and here are three of the biggest:
- With the exception of the Apple Pro, Mac models can no longer be upgraded, which reduces reparability and product life.
- AirPods can’t be repaired, only thrown away. This is a problem for the wireless earbud category in general, but Apple are a leading player in the market and can set the the tone in the market through innovation.
- The very nature of Apple’s business could be considered to drive excessive consumption. In sharp contrast, one of the traditional reasons why one owned a Mac was that you got a computer that was useful for longer. I am currently using a couple of Apple Thunderbolt displays that are between 8 and 12 years old. Prior to the iPhone I was using Macs that may have been eight years old by the time that i parted company with them.
Incremental product improvements

The announcements would have felt like tweaks for consumers. Apple Watches got more powerful processors for the first time. The iPhone Pro titanium frame would marginally reduce the weight of the handset. Apple has previously used titanium in laptops between 2001 and 2003, so the material isn’t completely new to the brand. The camera can create video and photography with depth for the Apple Vision Pro. Camera performance with darker skin tones has been improved to match Google Pixel driven innovation. But battery life is ‘about the same’ as previous generations.

Many of the software improvements including live stickers are likely to be be in the iOS upgrade available to previous generations of phones.

Ok, so what if anything was interesting about the event?

There were three things that while they wouldn’t make me want to go out and buy a new device are still important developments, based on the direction that they are taking Apple products.

Service integration

Apple iPhone is moving beyond emergency satellite text services to breakdown care via satellite as well. It’s interesting that Apple is continuing to go beyond cellular. It is starting to look like the kind of differentiation Vertu used to enjoy with its single button concierge service. It supports the viewpoint that Apple is a luxury adjacent, if not luxury brand.

Mechanical engineering on the iPhone camera

Apple has managed to cram in a lens with an equivalent focal length of 77mm into the iPhone 15 Pro through a novel prismatic lens design. The device also uses a similar mechanism design to that used on Pentax DSLRs to compensate for device shake. The titanium frame probably provides additional rigidity for this system to work to its full potential. However the weight loss of the device might drive increased shake so there is a careful calibration in choices that the engineering team made.

On-device machine learning

The Apple Watch had redesigned silicon to move machine learning from the cloud or iPhone device on to the Watch itself. This improves response time, but also points to a move of taking large language model systems and neural networks out of the cloud and on to the device. Given that the watch also features ultra wideband wireless connectivity, it’s an especially interesting choice decoupling the watch from the iPhone.

More Apple-related content here.
September 19, 2023