Monday 8 June 2009

WWDC 2009 Approaches

At 10 am tomorrow, 5pm UK time, Phil Schiller is due to take the stage in San Francisco. The Apple rumour mill has been in overdrive around this particular keynote for very good reason. There is a lot of hope that Dear Leader, otherwise known to you and me as Steve Jobs, will make a surprise appearance and bring with him some amazing piece of technology that will mark his return to Apple. I don't think it's going to happen, it might but I really doubt it. I'm going to make a couple of predictions in this post covering WWDC tomorrow and what I think will happen in the rest of June.

I honestly feel that tomorrow is going to mirror the Macworld keynote. During that event Phil did an excellent job of introducing products that were, lets face it, boring. If Steve had been in full health I don't think he would've been able to make those announcements anymore exciting than Phil made them. Tomorrow's likely to be the same. Phil can introduce us to Snow Leopard and iPhone OS 3.0 without ever introducing a new piece of hardware. We've seen the iPhone OS and we've heard what's in Snow Leopard. I'm suspecting that this is what poor Phil is going to be stuck with tomorrow.

If I was in his position though I would ensure that I had one surprise, but what surprise could the Vice-President of Worldwide Marketing pull out of the bag that would get people talking? There are really two. The first would be a rehashed version of the iPhone hardware. Maybe it will have Video editing, larger memory and faster processor. It's Phil level exciting, I don't mean that as an offense to him of course I simply mean that due to the timing he's not going to get THE BIG announcement. He can announce that it will go on sale at the end of June.

His second announcement, and the real surprise, should involve Mr Jobs. Not his actual return at WWDC because it's not the right setting or timing. He needs to announce the next event. A "One More Thing." that is simply a date and a location on a black screen with the Apple logo above it. That will be Steve's return. That will be the new major hardware announcement, probably a totally new iPhone for Verizon and maybe just maybe the Tablet.

So don't expect too much tomorrow in the way of new products. Maybe a new iPhone but it'll be no more than a rehash of the current one. The big announcement is going to be the return of Steve at the end of the month. In that keynote we will expect something major. I must say though that personally it will be great to see Steve return and I'm really happy that if this is a sign that his health issues have been sorted out. The Tech industry is a much better place when Steve's around than when he isn't.

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