Want to keep the TNW Conference vibe going?? Tickets for TNW2022 are available now >>

Your sardonic source for consumer tech stories

This article was published on September 14, 2021

Sleuth mode: Today’s Apple event may only be the first of a shady pair

Oh my god, I'm seeing double... four Tim Cooks?!?

Sleuth mode: Today’s Apple event may only be the first of a shady pair
Callum Booth
Story by

Callum Booth

Editor of Plugged by TNW

Callum is an Englishman in Amsterdam, but not in the way you're thinking. He's the Editor of Plugged, TNW's consumer tech vertical. He w Callum is an Englishman in Amsterdam, but not in the way you're thinking. He's the Editor of Plugged, TNW's consumer tech vertical. He writes about gear, gadgets, and apps — with a particular focus on Apple — and also makes the occasional odd video. Basically, he's halfway between an abrasive gadget nerd and thinky art boy.

You feel that? The butterflies in your gut? The clenched butt? Of course you do — because today is an Apple event day.

If you’re intrigued about what the company is potentially going to announce, we’ve got you. If you want to know how to watch it, friend, we’ve got you.

In this piece though, we’re looking at the possibility that today’s event isn’t a standalone extravaganza. Instead, it’s most likely one of a pair of events.

Excuse me while I button up my trenchcoat, find my magnifying glass, and kick-off a drinking problem. It’s detective time, pals. Here’s our first clue that today’s Apple event may be part of a pair:

Okay, yeah, this isn’t exactly a bit of Sherlockian analysis, but a clue is still a clue — even if it just gives us the answer straight away.

Thankfully though, this adventure doesn’t end there. We’ve got some more evidence to comb through.

A look at last year’s Apple events

If we stretch our minds back to 2020 (OH GOD NO), you’ll remember there were three Apple events at the rear end of the year. There was the September 15 one where the company announced new Apple Watches and iPads.

Next up was the October 13 Apple event. This is where the company announced the iPhone 12 range. Finally, we have the Apple event which took place on November 10. This was where the company launched its new Macs with the M1 chip.

Don’t worry, there is a point to listing all these events: Apple has recent history of spreading its product announcements over several events. This means that having a follow-up show after this one has precedence.

The more I think about it, the more I’m convinced of what a good idea it is.

Let’s ponder this it from Apple’s perspective. Now the events are fully digital, there’s no need to worry about getting people in a room. For the public, it’s also much easier to understand a couple of products being updated, rather than dozens.

Then you have the media. Basically, every damn media outlet will cover the ins-and-outs of each event, meaning Apple will receive huge amounts of coverage for just… splitting up a video? Sending out some RSVPs?

It’s really a genius bit of PR and marketing.

I’d say then it’s pretty likely we’ll be getting at least one more Apple event after today. It’s tough to know the precise product split — or whether it’ll be in October or November — but Gurman is probably right: one event that’s Apple Watch and iPhone, then another that’s iPad and Macs.

And lord, I can’t wait.

Did you know we have a newsletter all about consumer tech? It’s called Plugged In – and you can subscribe to it right here.

Also tagged with