Anticipating Surprise from Apple

Yours truly, on Medium:

In general, Apple’s past behavior is an excellent indicator of its future behavior, which makes many aspects of its events quite predictable. But Apple’s famous secrecy has one main purpose: to create a sense of wonder and surprise during announcements. Keeping future products secret enables announcements to feel like “major leaps forward.” The alternative, complete transparency during development, can make each update seem merely incremental. A new hardware product category, new size formats for the largest existing category, and a new service make for more potential surprise than we’ve seen in nearly a decade.

What are the potential surprises? Assuming the 3 announcements above, here are 16 big questions:

Published by Bobby Grasberger

Find Bobby on Twitter @BGrasberger.

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