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| The Magic in Apple's Devices? |
| The Magic in Apple's Devices? The Heart
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| UNITED STATES OF AMERICA
, 15-September-2014
6:21:42 AM |
| During the last seismic Apple announcement, in 2010, I was at the Yerba Buena Center for the Arts in San Francisco as Steve Jobs unveiled the iPad, a device he said was so singular it would create its own landing strip.
When the expected reveal came, there was a huge roar, and I looked around to see many of my fellow journalists clapping their hands red. I was an interloper in the land of tech announcements, but I was surprised that a group of cynical-by-nature reporters had been so completely won over in the moment.
I didn't attend last week's Applemageddon of multiple product announcements - new phones, a watch and a mobile payment system - but I saw more of the same when I checked the coverage. And while I may not have been clapping, I found myself rooting for Apple to unveil something extraordinary.
When the event was over, you didn't need a watch from the future to know what time it was: Apple had done it again. By choosing the same site where Jobs announced the Macintosh computer 30 years ago, and by archly referring to "one more thing" - a Jobs tic when breaking big news - Timothy Cook, the chief executive, directly embraced his legacy and sent a message that the company still had magical properties
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