Apple iPhone Event First Impressions

From the Steve Jobs Theater

I’m writing while still in the SJ Theater in Cupertino after the end of the event and the media frenzy around the demo devices.

The atmosphere was noticeably more enthusiastic and the venue was packed. First impression was that John Ternus was already received as a “star” with a standing ovation to on-stage appearance and cheering at his video introduction from Tim Cook. Clearly the audience is already excited by his presence if not charismatic performance.

The products were on par with outstanding polish and refinement. The details especially health and assistive features are truly transformative and profound even if, as usual, they are discounted by the markets. The idea that Apple devices are life coaches and now longevity assistants is simply indistinguishable from magic.

The two surprises are:

1. The prices across the board are holding in an ironclad way. I was really surprised that the AirPods were marginally cheaper, the watch held and the iPhone was up by $100 (base model.) I’ll do a deeper dive later with an updated stairway to heaven.
2. The iPhone Duo is stunning to behold. I was mildly skeptical that it would be a necessity. A nice-to-have, sure, but a must-have, I doubted it. I’m now converted. I feel the Duo is going to become extremely desirable. Mostly because to see one is to want one. The more they sell, the more they will be seen and demanded. It’s the ultimate gift and object of desire.

The Apple engine is running on all cylinders and the only question is if there is enough fuel in the form of supplier components to satisfy the demand. The iPhone Duo will instantly sell out and the 18 and 17 will run strong for another year. The 17 already is the best selling iPhone in history and will stay strong into the spring. A new cadence that will probably tweak sales across the year and create a bi-seasonal burst.

This is all without mentioning AI. All reviews of Apple Intelligence are positive and the thesis that 80% of users will discover AI through an Apple device holds. The results will be seen in the language: in response to a question, people will say “My iPhone says this”. Not Google, not ChatGPT, not Claude. My iPhone is the authority. And my assistant.