Apparently there is a special event of some sort here in Cupertino on September 12. A big announcement. I work at Apple but let me tell you now — I have no idea whatsoever what the event is all about. If I cared enough, I suppose I could look back through history and see when iPhone announcements have been made in the past. But honestly I don’t care enough to check. I’ll find out the same way y’all will.
Do the bookies in Las Vegas do an over/under for use of the word “incredible” in an Apple show? They should. There’s a lot of incredible shit going down. And if it is an iPhone announcement, you know that it will be Apple’s “best iPhone ever.” WELL I SHOULD HOPE SO.
What I will be watching for is a look at the new subterranean theater. Like the rest of the new Apple campus, it was built with a “fuck the shareholders, let’s make it… um… incredible” ethic. As a shareholder, I’m on board. I like that the new facility cost bazillions of dollars extra because everything had to be just exactly right. It is an expression of what we aspire to as a company. Getting it exactly right. We don’t always succeed, but
To be honest, I also like that I will not be a guinea pig in the new building while they find out if all those computer simulations of natural air flow through the main building actually reflect reality. They took some risks on that building, to be sure.
No matter how special this event actually turns out to be, it will be the first Apple show in the new place. It will be the first in a theater designed from the ground up to be a place to announce products, including an area to allow the invited guests to interact with those products after the presentation. There really is nothing else like it, and I’m looking forward to catching a glimpse.