While the tech industry has learned a lot about how to put on a show over the last 15 years, no one does it quite like Apple. Even as competitors have upped their games, they still put the most time and emphasis on events and get the most out of them.
What can I say? For all the overdone numbers and overused quotes, such as “our best whatever ever,” the tech news cycle will be all Apple, all the time this week. Even the mainstream news will be paying some attention. Apple events work.
One of the old standbys of Apple events is the “one more thing” announcement that Steve Jobs made famous. It was used to introduce products as diverse as the PowerMac G5, iPod Shuffle, iPod Touch and the Apple TV. Jobs last used it to unveil iTunes Match in 2011, but Tim Cook also revealed the Apple Watch as a one more thing in 2014.
However, while a one more thing is a mainstay of Apple events, one is never guaranteed. And that keeps people like me on our toes, guessing what could be next. With Apple’s iPhone reveal just a day away, is there a potential for a one more thing coming soon?
To be honest, I have my doubts about getting one at this event. There have been rumors of a refresh of the Apple TV, which makes sense considering that Apple Arcade and TV+ are both coming soon. However, this could be revealed via a press release since it will like be a minor update. That, or it could be revealed at a potential iPad event next month. It may make more sense to reveal it along with the later release of TV+. To be honest, I just don’t think it’s one more thing worthy at this point.
There has also been speculation that Apple could do an early reveal of their AR glasses. I don’t see that happening yet, either. The months early reveal of the HomePod didn’t work out all that great and really didn’t work at all for the AirPower. I think Apple will make this reveal much closer to release and that likely isn’t going to be for another year.
There is one thing I could see being a legitimate consideration for a one more thing at the end of this iPhone event. It seems like the perfect way to for Apple to announce a services bundle offering. They will likely have something to say about TV+, and they may be ready to release Arcade at or just after the event. In getting new iPhones, we may also hear about the iPhone Upgrade Program. iCloud should get some mentions, as well. After revealing some pricing for all of these various services, a bundle reveal at the end of the event makes perfect sense.
An Apple Services Bundle doesn’t have to be a one more thing. Such an announcement could easily get its own segment at Tuesday’s iPhone event. I certainly hope that Apple gives us one, no matter where it falls during the event. However, if there is a one more thing at this event, I do see this as the most likely candidate.