Generally speaking, software reveals and announcements tend to make less of a splash than hardware launches, at least in terms of consumer news reach. A glossy new smartphone or laptop model is just so appealing and accessible. The product images are clear and punchy, and the reporting on upgrades easy to follow at a glance. They lend themselves to hype and hyperbole, as well as light-pole posters and tweets: “This phone has 17 camera lenses!” “Now made of unicorn tears!” “Thin enough to shave with.” “The xphinitee ultra XXL — in dragon-scale black!”
If there is an exception to this, it’s Apple’s Worldwide Developers Conference (WWDC). What Apple has done quite well for decades is cultivate a loyal customer base who care about its every ware — hard or soft. Actually, that’s like saying Covid-19 was “quite” disruptive. Still, WWDC has always been more about software, making it a must-watch for tech journos and developers, but not really for the authorised seller partners and Joe Regular — unless Joe is a mobile developer or dyed-in-the-wool fanboi.
This might be why most of the early coverage of the conference has sounded just a tad disappointed that no new Mac graced the line-up. But software updates are revealing, and this one really points to the thinking behind Apple’s strategy for the foreseeable future.
Technically, the conference runs until June 11, but it tends to be front-weighted, with the big keynote and “platforms state of the union” presentations happening first, followed by a long tail of developer sessions, labs, special topics and challenges. So, the big news is out there already, presented virtually by CEO Tim Cook and a round-up of product tier executives — including iOS 15 for iPhones, iPadOS 15 for iPad, watchOS 8 for Apple Watch, and macOS Monterey for Macs.
Privacy came up again and again — in its own segment, and as a highlight in each software presentation. Just as the phone usage report exploded all the lies you were telling yourself about how much time you lose staring at your phone, the new App Privacy Report promises some explosive reveals — on which apps are asking for what access, and how often they are using things such as your location, contacts and microphone. I love this particular update, which has been a recurring theme with Apple statements recently. They aren’t the pinnacle of privacy advocates (ahem, China, ahem) but they are certainly giving the topic the time and attention it deserves — and this will put pressure on other tech and digital companies to play along.
MacOS Monterey comes in to take over for 2020s Big Sur, which became publicly available in November. The developer’s beta version of Monterey is now available, and it will go into public beta in July. So if you’re feeling like the replacement cycle for devices and systems is somehow still speeding up, you’re not wrong.
The big talking point here is “Universal Control”, a feature that will let you move seamlessly between devices, using the same keyboard and mouse across your Mac and iPad, which means the iPad can function as a real second screen.
We also got a look at Maps’s new 3D modelling, updates to the Mail and Health apps, and — here’s a sign of living in pandemic times — Apple now lets you assign someone to access elements of your data and manage your digital legacy if you die.
Reading this list through again, I’m willing to bet there’s an Android fan yelling at me through his screen or newspaper: “We’ve been having it”. And yes, this is an absolutely fair criticism. FaceTime got a bunch of updates in line with Zoom and other video conference competitors, and Apple’s smart new notes functionality looks a lot like something I’ve seen Samsung devices do. The new Safari browser tab grouping function is akin to Edge’s tab collections option.
Just like the iPhone wasn’t the first touchscreen device, the tactic here isn’t about being first. It’s about taking something worth doing or something we want, and doing it (a) beautifully — Apple aesthetic is still so clear and influential — and (b) in a way that keeps people loyal and in the fold.
What I see as the golden thread running through this crop of announcements is a strengthening and deepening of the ecosystem that makes Apple fans Apple fans. The iPhone is the original gateway drug of devices. The Apple Watch did a similar thing for them. Yes, it’s a status symbol, a secret handshake. We know it is, and we’re all lining up to learn the moves like a new TikTok dance.
• Thompson Davy, a freelance journalist, is an impactAFRICA fellow and WanaData member.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.