Cookin’ up
Apple did not present an iPhone at this year’s "special event", but it is likely to do so in the coming weeks. What is Tim Cook cooking up this time?
Anyone who follows Apple with some regularity knows a thing or two about the brand. First, that it always presents its new software in the spring, at the WWDC developer conference. Second, that the main event always takes place before autumn, usually in early September, and that it always presents at least one new iPhone there.
That is not what happened this year. Anyone who watched Tuesday’s “special event” may have stayed glued to the screen even after the broadcast, as I did, in disbelief, waiting for the American tech company’s latest darling. Tim Cook said goodbye an hour after the event began, which is itself unusual – as a rule, the company’s presentations last two hours.
AI translation from the Portuguese. First published in ECO on 17 September 2020.