Biting into Apple's Monster Product Week

If you see me on the street and I look a little shell shocked, don’t call an ambulance, just stop me and ask to see all the Apple products. I’ll shake my head and probably blink hard at you before complying. I mean, you’re not interested in my well-being, you just want to see, touch, and understand Apple’s three new iPhones and the new Apple Watch.

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September 20, 2019 • 4 Minute Read

Biting into Apple’s Monster Product Week

I Don't Have Time to Read This

Apple and others now release products in bunches
Why so many?
If you buy more products from one company you marry yourself to their ecosystem and services
Did I mention these new Apple products are exciting and good?
You'll pay a lot, but not all at once

Understanding the Fresh Fruit from Cupertino

They Come in Bunches

I know, it’s a lot to digest. I’m really not sure how I do it. I think something happens to my brain in Cupertino. For the last few years, Apple’s been holding its product events in the audacious Steve Jobs Theater. The whole scene is like something out of a techno fever dream and I think it somehow temporarily expands my mind so I can digest all the new information.

I think something happens to my brain in Cupertino.

“Why so many products at once?” you ask. For a refresher, here’s what we’re talking about here.

Okay, this is just the iPhone 11 in a whole bunch of colors, but there are a lot of products!

Hello, New Apple Gadgets

Apple iPhone 11

Apple iPhone 11 Pro

Apple iPhone 11 Pro Max

Apple Watch Series 5

Apple Arcade

It’s a lot. I do have a bit of good news for you. I’ve reviewed or previewed all these new gizmos, and can tell you they're all at least worth your attention.

But the question of product density is a fair one. What benefit does Apple gain by introducing both a new Apple iPhone and a Watch or an iPhone and a software service and an Apple Watch, new iPhones, and new platforms all at once? Apple could certainly release just one or the other, but it’s been years since Apple unveiled just one iPhone at once or didn’t squeeze in another product category or tantalize us with “One More Thing.”

It’s not just Apple

Apple’s not the only one releasing multiple products at once. In the coming weeks, Amazon, Microsoft, and Google will all hold product events where they’re sure to unveil three or more products apiece. It can be overwhelming, but there is a strategy here.

Hello, Ecosystem

These tech companies are playing the ecosystem game, especially Amazon, Apple, and Google. Microsoft also cares about you owning multiple Windows-connected products, but they no longer fret over the hardware. Want to run Office on an iPad? No problem.

For Apple, however, the game has changed. It’s not enough to sell billions of iPhones (especially as that number shrinks). It has a growing services business that touches virtually every product category it sells into. Apple Arcade is a good example of how symbiotic the relationship between services and hardware can be. The $4.99 a month, all-you-can-eat gaming platform runs on the iPad, the Mac, Apple TV and, obviously, the iPhone.

Apple would also love it if you owned an iPhone, iPad (oh, right, did I mention they also announced a new 10.2-inch iPad?), MacBook, iMac, HomePod, AirPods, Apple TV, and Apple Watch. That’s more gadgets where you can use more of their services, including the Apple TV+ original content streaming service that launches November 1.

So what?

It’s not all a game to get you to buy more stuff. Apple’s brought real innovation and choice in this latest round of products. With the Apple iPhone, Apple reconfigured the product line so that the baseline iPhone 11 is now its cheapest all-new handset at $699, while still delivering the latest in performance and battery life. What you give up is the best screen and one telephoto lens.

Now when you want the ultimate iPhone, you ask for a “Pro” model. There are two iPhone 11 Pros, the 5.8-inch 11 Pro and 6.5-inch 11 Pro Max. Some highlights:

Crazy good battery life (especially on the big guy)
Night mode photography (shoot the stars)
An ultra-wide-angle camera (also on the base 11)
Stainless steel and glass body

Pay, Pay, Pay, Pay

None of these new devices are cheap.

You can get an Apple Watch for $399 (as long as you go for the smallest model and cheapest—aluminum—materials), but the cheapest iPhone is $699. If I’m being honest with myself, I know I won’t settle for anything less than the $999 iPhone 11 Pro. That's a chunk of cash, but very few people pay in full up front for their new phones. We’re either on payment plans with our carriers or on the Apple upgrade plan where you get new phones each year and basically pay around $24-a-month forever.

Keeping track of all this is tough for anyone, but my job is to cover it all for you. So, if you do see me on the street and I look a little out of it, maybe give me a hug—and then ask to see the new iPhone.