Welcome to our weekly roundup of all the Apple news you missed this week, in a handy bite-sized summary. We call it Apple Breakfast because we love it with a cup of coffee or tea in the morning, but it’s also cool if you want to read it over lunch or dinner.
The law of surprise
Sometimes you write an article and you shudder a little when you put it on the site. “That’s a hostage of fortune,” you think to yourself. “That may not age well.”
So it was with last week’s Different Think column, where I complained that Apple’s upcoming summer event wouldn’t be “the party of the Mac that WWDC should be.” The new 13-inch MacBook Pro wouldn’t be announced, I lamented beforehand, while the MacBook Air would be just a superficial redesign with no sign of the M2 processor.
Reader, hands up: I (and much of the tech media bubble, to be honest) had that mistake. The redesigned MacBook Air had the M2 anyway, and Apple stuffed it into an M2 13-inch MacBook Pro for good measure. Apple fooled us. Or maybe, since Apple didn’t tell us anything in advance, we were kidding ourselves.
Apple has a reputation for keeping secrets and plunging fully formed products into a bewildered world it didn’t see coming. The reality is more nuanced. The company values discretion among its employees, but often simply cannot keep a secret. Veterans of the tech press will recall that even the first-generation iPhone, a proverbially stunning launch, was the subject of speculation for years. (I was working for a PC magazine at the time and we joked about the name. It’s like an iPod, but it’s a phone, so they call it a iPhone† You are joking! Amazing how you get used to things.)
Whether it’s the leakage of Asia’s sprawling supply chain, designers taking home prototypes during the pandemic, or simply the number of eager eyeballs checking every regulatory request and domain renewal, Apple’s secrets keep getting leaked. For any real surprise, there must be 10 products that we know beforehand. Professional cynics often argue that tech companies deliberately release leaks to generate hype, but why attribute to sneakiness what can already be explained by human weakness?
For a company as large and leak-prone as Apple, keeping a product completely secret may not be realistic. Success in this context is something smaller: it is expectation management. It convinces the media to predict too little, so that you can deliver too much. It’s dropping a shoulder and misleading the defense about the direction you’re headed.
This brings us back to WWDC, where we once again saw Apple’s true genius: getting customers excited about iterative changes. And you do that by first convincing them that nothing will change at all. If you don’t expect anything, everything is a surprise.
Trending: Top Stories of the Week
have Mac fans a lot of excitement at WWDC. But here are 10 great macOS Ventura features you may have missed.
What about iPhone owners† We’ve rounded up 10 captivating iOS 16 features that you didn’t see in the WWDC keynote.
The pandemic changed WWDC forever — in the best possible way†
Apple’s M2 chip builds on the M1 and sets a even stronger step-by-step plan† So what’s next for Apple silicon?
Stage manager is the new Mac multitasking interface we didn’t know we needed. And it proves once and for all that the iPad can work.
The most exciting WWDC announcement needs years to be right†
The iPhone must switch to USB-C by 2024, after the EU determined that it should become the common charging port for all mobile phones.
The rumor mill
The next iPad Pro may bring a larger model with a 14.1-inch screen.
Apple wants a larger piece of the laptop market and perhaps revive the 12-inch and 15-inch MacBook models next year.
Apple “engaged Hollywood directors like Jon Favreau” to develop content for its upcoming AR headsetwhich appears to have been shifted to 2023.
Podcast of the week
Apple opened up a wealth of new features and products at its WWDC keynote. What looks impressive? What is downright disappointing? We cover iOS and iPadOS 16, the new Mac stuff, CarPlay, Apple Watch, and more in episode 796 of the Macworld Podcast.
You can watch every episode of the Macworld Podcast on Spotify, Soundcloud, the Podcasts app or our own site.
Software updates, bugs and other issues
MIT researchers have found a new vulnerability that: beat the “last safety line” on Apple’s M1 chip.
Do you want to know everything about Apple’s upcoming OS updates† Check out our guides for iOS 16, iPadOS 16, macOS Ventura, and watchOS 9.
And with that, we’re done for this week. If you’d like to receive regular round-ups, sign up for our newsletters. You can also follow us on Twitter for breaking news stories. See you next Saturday (and Monday for WWDC too!), enjoy your weekend and stay Appley.