Apple has just unexpectedly unveiled its new iPad mini, potentially shaking up all our expectations for a potential keynote during the month of October. So what does the Apple company have in store for its next releases? New communication/marketing strategy or simple coincidence ?
A disrupted schedule, launches on hold
Traditionally, Apple organizes an event in September for its new iPhone and Apple Watch, followed by a second meeting in October dedicated to Macs and iPads. A well-established rhythm, unchanged for years.
This year, several products were expected for this fall: the MacBook Pro, Mac mini and iMac equipped with the M4 chip, as well as the iPad mini which has finally been announced via a simple press release. The entry-level iPad, initially planned for 2023, now seems to be postponed until early 2025.
This premature announcement of the smallest tablet in the range could call into question the relevance of holding a keynote in due form this month. The updates planned for Macs, mainly focused on the integration of the M4 chip, do not seem to justify the organization of a dedicated event alone. The MacBook Pro should not undergo a major overhaul either and the iMac could simply benefit from new USB-C compatible accessories. Only the Mac mini is expected to benefit from real changes with, in anticipation, a real weight loss cure.
A changing communications strategy?
If the absence of the keynote is confirmed, this could reflect a change in Apple’s communication strategy. It could potentially opt for press release announcements for its upcoming products, unless it has a few surprises in store. This more discreet approach could be explained by the incremental nature of the planned updates, therefore not requiring the pomp of a public presentation.
Nevertheless, Apple could surprise us and nothing is decided yet. Although the M4 chip has already been demonstrated with the iPad Pro, its AI performance could well justify a more in-depth presentationespecially for the next Macs. Let’s wait a little, the response should not take long.
- Apple announced the iPad mini by surprise, calling into question the organization of a keynote in October.
- Other planned launches, such as Macs equipped with the M4 chip, may not warrant a dedicated event.
- A change in Apple’s communications strategy could be behind these changes, although nothing is certain yet.
