According to Mark Gurman of Bloomberg, Apple’s limited roster of new products and features for this year may lead the tech company to forgo its traditional large-scale October event. Instead, it may opt for quieter launch strategies, similar to its announcement of the M2 Pro and M2 Max MacBook Pro models earlier this year.
Contrary to some rumors, Gurman emphasized that no new iPad Air will be unveiled at the forthcoming “Wonderlust” event. However, he did leave room for optimism among iPad fans by suggesting that an updated iPad Air with enhanced specifications is “coming soonish.” The implication is that Apple may announce the new tablet via a press release rather than a dedicated event.
The subdued approach raises questions about whether Apple feels it has sufficiently groundbreaking offerings to warrant a large-scale event that could attract a wide audience to Cupertino. Additionally, TF Securities analyst Ming-Chi Kuo recently disclosed that new MacBook models featuring M3 chips will not make an appearance before the year’s end, contrary to prior speculations that they might be launched in an October event.
The current signs indicate that Apple is exercising caution in how it rolls out new products this year, perhaps reflecting a strategic reevaluation of its launch practices.
Whether this more restrained approach will be beneficial or detrimental in the long run is yet to be determined.