Apple Event: 'Peek performance' was for 'ultra' people
Apple stops pretending it's for everyone
It was not the briefest event Apple has ever held; that distinction goes to 2021's 50-minute unintentional self-parody. But at a mere 58 minutes, the "peek performance" unveiling was all business, without so much as a $19 cloth or a Craig Federighi dad joke to make us chuckle and/or roll our eyes.
Gone were the themes of the past: no hymn to California; no 420 references; barely any zooming in, out or around the dystopian Apple spaceship. CEO Tim Cook has previously opened these videos by briefly acknowledging the pandemic and Black Lives Matter protests. In 2022, any mention of important events in the wider world had to be inferred from his clothes (Ukrainian flag colors, if you happened to spot his yellow Apple Watch wristband) or found in his tweets (where Cook mentioned International Women's Day, to the chagrin of some users).
In place of those attempts to make Apple look like it stands for and is accessible to everyone, we got a series of pitches that aimed a blizzard of buzzwords directly at elite users. Can't afford the eye-watering price tags on these high-powered products? Don't worry, they're not for you — especially not if the phrase "new M1 chip" doesn't make you salivate.
For starters, there was time enough for Cook to open the event talking about Apple TV+, but crowd-pleasing series like Ted Lasso were barely mentioned. Cook wanted to focus on the award-nominated movies on the platform, which makes sense given that members of the Academy are filling out their Oscar ballots as we speak. This is Apple doing its "for your consideration" advertising for the LA crowd.
The majority of the event was given to the new Mac Studio, a bulked-up Mac Mini (or slimmed-down Mac Pro), which starts at $3,999 for the M1 Ultra version. There's a $1,999 version with the M1 Max chip, but Apple spent much of its time hyping the Ultra version — which, it boasted, can play back 18 streams of 8K video at once. You might wonder who needs that many simultaneous streams. It's a game changer for artists, app engineers, musicians, and video producers, Apple said, showcasing each of these creative types in their own minimalist and perfectly manicured houses.
If you're in these groups, you have permission to get excited — especially if you have an extra $1,599 to shell out on the new 27-inch studio display. (Which, bafflingly, showcased its 5K resolution, even though Apple has given us 5K since its 2014 iMac.) And you could spend as much as $8,000 on your Mac Studio setup before you even get to the monitor. This isn't exactly computing for the masses.
So yes, the Mac Studio is powered by the newer, faster M1 Ultra chip. That means Apple's M1 lineup starts with the Max, continues with the Pro, and has reached its ultimate form (for now) in the Ultra. Just to confuse the non-techies even further, the M1 Ultra is two M1 Maxes stuck together. It's double maximum power! I can't have been the only viewer to have pictured a Spinal Tap guitarist adding an "11" to his amp's volume.
Apple's crack marketing team could have solved the confusion by naming the higher-powered chips M2 and M3 respectively; presumably that doesn't sound high-powered enough. There's a kind of fetishizing of the M1 architecture at play here. The ad for the Studio drove this home by featuring a tiny designer exploring the box like it was some vast and terrifying alien artifact out to kill her; the twist is that she was asleep at her desk the whole time. Mac Studio: for any nightmare creative project that causes sleep deprivation and fears that technology is out to get you.
To be fair, there were two upgrades announced to Apple's more plebeian products. Its cheapest iPhone, the SE, entered its third generation — one that happens to bump up the price to $429. That upgrade was all under the hood, with a new A15 bionic chip and 5G capability for those lucky few whose carriers have turned on 5G service in their areas.
Plus, the iPad Air entered its fifth generation with its new M1 chip; it's priced from $599 to $899, not counting the smart keyboard and second-generation Pencil that the event tried hard to upsell us on. Like the iPad Pro, which can be maxed out with such bells and whistles at more than $2,300, the iPad Air may be the company's best machine when it comes to walking out of the Apple Store with way less money in your wallet than you expected.
It's no surprise that this $2.5 trillion company knows how to raise its prices and sell you peripherals, of course. Apple products have long counted as aspirational luxury items. What Tuesday's event suggests, however, is that the company is done playing to anyone but its relatively wealthy tech-obsessed base. And for that level of honesty — and brevity — we should be grateful.
UPDATE: Mar. 8, 2022, 11:59 a.m. AEDT The original version of this story incorrectly stated that the new iPhone SE will be available in the just-announced forest green colour. This is not the case. Mashable regrets the error, and also that Tim Cook won't let those of us on a budget have nice things.
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Honestly this is what I’ve been waiting for as a record producer/ studio owner… the new cheese graters are waaaay overkill however a lot of the current offerings don’t have the horsepower needed to run large Pro Tools sessions smoothly… now if all the 3rd party plug-in developers can catch up to make their products work on M1 powered macs. I wish there was an intel version. God help you if you’re a small 3rd party plugin developer. Ooof. Won’t be upgrading the computer until all the 3rd party plugin developers are caught up.
ReplyDeleteI wonder if anyone still follow these "events"?
ReplyDeleteI book the day off work to watch them
DeleteMany of us techies will tend to ignore other work to follow with anticipation. So, yes these events are indeed followed.
DeleteWho said it’s apple responsibility to make there products affordable to everyone? They don’t have too. It’s a Private Company. If you don’t like what they are doing then don’t support it. Just don’t use there products. If y’all want change so bad that’s pretty much the only way your going to get it. By not purchasing it. There products UI is designed for everyone to be able to use it. Simplicity in software, so a child to the elderly and in between. That doesn’t mean apples obligated to make there products affordable. That’s two different things. If Tim’s aim was truly for the elite, which is not, who said that was a bad thing. Also it’s just a spring event.
ReplyDeleteUmm Apple have been saying for years that they are for the consumer too.
DeleteYesterday's presentation definitely was 85% for power user that in Apple segment means studios, designer and people that program heavily on iOS/macOS.
And that is bad.
their
DeleteUsed to be a fanatic apple guy back in the 90s. Indifferent during the 2000s. Anti Apple Imperialism and disappointed AF today.
ReplyDeleteSo we are just going to ignore the fact that a lot of people have complained the last several events they really haven’t done anything to show their Pro line of things are really pro. They have been ignoring that segment for a while. They even hinted the MacPro is about to be upgraded too. How old a machine is that? Every event isn’t aimed at everyone. This is like complaining when they don’t launch hardware at the developers events.
ReplyDeleteApple products may be affordable and sturdy but they always seem like they're built for children. I appreciate how cheap they are but I'd like a little bang for my buck. My 5-year's starter phone has better hardware than even the latest iPhone.
ReplyDeleteAffordable ?!
Deleteyou must be rich
Deletewhat do you mean cheap and affordable?
DeleteElite is an understatement. At max spec it’s a £11k desktop
ReplyDeleteApple have never been for everyone. Considering that most devices are not bought in full but taken on loans. Basically, all new technologies are not for everyone…
ReplyDeleteWell…I’m happy :) because I’m going to upgrade my 1st generation iPhone SE !!! ;D ;D ;D
ReplyDeleteApple can change their target market at any time too.
ReplyDeleteGod, this writer has a very bitter chip on his shoulder! Calm down, Mary!
ReplyDeleteHmm-- this was the event to announce their lower priced iPhone and iPad models-- not exactly elite products--
ReplyDeleteRemember when the video of the sweat shop came out where Apple phones are made at in Japan? All the bleeding hearts. Lol.
ReplyDeleteApple is like the guy with Old Navy jeans on with the Gucci belt. It’s pretentious as a phone with a glass backing is expected to be.
ReplyDeleteApple has nowhere to go but down. Sell your stocks now folks
ReplyDeleteexplain your logic on this to me
DeleteIn the last two years they have made the best chips computing has ever seen
I may have agreed with Trey a year or so ago. I think Apple has taken a gamble on Apple Silicon and came out winning big. From here now, they can only go up.
DeleteCrapple started aiming towards elitist a long time ago. Notice how they tend to boast hardware the most because their software sucks craptastically.
ReplyDeleteElite seems to be defined as "rich". Because usability and functionality of apple devices is not what a power-user -Elite would require.
ReplyDeleteTim Cook’s apple sucks wish Steve Jobs was still alive
ReplyDeleteMac comps are overpriced garbagioooo
ReplyDeleteIt never was for everyone.
ReplyDeletePretentious Apple
ReplyDeleteElite users? You mean candy crush users
ReplyDeleteapple is dead to me and has been for a long time
ReplyDeleteDefinitely not for me
ReplyDeletehttps://giphy.com/gifs/klaus-reset-schwab-e0SJwzf7kZnBDoEwqc
ReplyDeleteAgreed the Mac Studio specifically with the M1 Ultra processor is targeting professionals with the need for this type of computing power. For example if you do professional video and audio recording or if you require 3D modeling for Engineering designs then the Mac Studio is definitely the platform for it. The high end Macs are definitely not for the person that use them only for social media and simple tasks. The pricing for this hardware is priced fairly in comparison to previous Mac Pro predecessors. As a Mac Pro user that does a lot of video editing and some 3D modeling I can honestly say that Apple Silicon has done an excellent job of evolving their product lines from an Intel based to the new M1 CPU architecture. The difference in processing power and speed between the two different architectures is amazing.
ReplyDeleteWho actually built the first car ,first wireless, this is the beginning, everyone into this invention should've built knockoff versions by now ,like operating systems, utilizing every existing hardrive and storage platforms, Ford isn't the only innovator.
ReplyDeleteAre we all just ignoring that the cost of ONLY a high-end consumer grade GPU for a PC runs $1500 to $2K, with professional grade GPUs much higher. Specs-wise, the $2k Mac Studio smokes my $3K custom PC build and uses a fraction of the power AND is significantly quieter. Oh, and smaller. And when I sell it 10 years from now, I'll still probably make decent $$. Haters gonna hate, but the Mac Studio is an affordable reason to put buggy Windows and driver nightmares behind me. Was actually only hoping for a beefier Mac Mini equipped with a Pro or Max, and instead, got a much more affordable Pro option than a Mac Pro. Even my current M1 Mini w/only 8gb RAM, which cost me $550, goes toe-to-toe with my i9 laptop that cost $3k. Keep innovating Apple, please.
ReplyDeleteSome of Apple's products justify the high prices, especially the latest ones, because creating your own CPU/GPU is NOT a walk in the park. It costs BILLIONS and although Apple has the cash to do it, it doesn't mean that it can squeeze the low volume production costs compared to PCs down to the same price. Its probably one of the few times that their products are in par with the dev costs. Heck, those silly video clips and animations in the latest even cost several millions alone. Personally I have paid $10,000 for a PC workstation back in 2000, and I build it myself. If it was an Apple, I would probably cost at least 50% more. But such a piece of hardware is a BUSINESS expense. I don't waste money on high-end hardware for playing silly games, albeit I have no problem with those who do in order to enjoy a cinematic experience. Some people spend money on boats, others on clothes, some on gadgets, to each their own. Who cares. Do what you want with your money, you don't have to apologize to a bunch of random strangers on the internet.
ReplyDeleteIt was ever thus.
ReplyDeleteAgreed
ReplyDeleteIt’s not like they are going to stop making iPhones lol. This was just showing the newest high end machines.
ReplyDeleteWouldn't own an apple product if it was a gift. In fact I once was gifted an I pad. I sold it immediately and bought a real tablet. Their junk is so useless and can't communicate with hardly a thing in the real world.
ReplyDeletethat's like saying "Mercedes Benz aims it's pitch at elite users" mashable the laughable.
ReplyDelete