We are facing one of the most anticipated Keynotes in recent years. The iPhone X, or whatever Cook is called, was already on everyone's lips before the iPhone 7 was presented. This is the 3th anniversary iPhone, the first design change in XNUMX years, the removal of the iconic iPhone home button.
So much expectation has made the media have been more aware than ever of the leaks, and among the more than usual "controlled leaks" of Apple, the typical pieces that come off the assembly line, and the betrayal of an employee of the company, the reality is that there are many who think that everything has been said. What can we expect from the event on the 12th? We know the script, but we still have to see the movie.
Leaks, always under control
Let's face it: Apple knows how to keep a secret when it wants to. He demonstrated this in large part with the Apple Watch, and lately with the AirPods. They are two products that we hardly knew anything about before their presentation. Yes, we knew that Apple was working on them, but no more details about how they work, not even about their design. There were leaks but they ended up being false. The Cupertino company monitors the leaks and lets us know what it really wants us to know.
Does anyone doubt that everything we discovered thanks to the HomePod firmware was not intentionally leaked by Apple? Doesn't the company know that any firmware is going to be gutted down to the smallest element? Of course you know, in fact in the iOS 11 Betas there have been no major references to anything from the iPhone X, until the Golden Master version was leaked the other day, something they did not count on.
These leaks help generate the so-called "hype", that expectation that no other company knows how to generate in the media and in the people with the intensity that Apple does. They may even use it as probe balloons to get feedback from users and how some changes would be accepted. The debate on the Touch ID in front or behind surely has been followed with interest from Cupertino. But from time to time an unforeseen event comes that destroys your plans. Let's not forget that Apple works on several iPhone prototypes with different characteristics until it decides on one, and in that decision many things are valued.
A betrayal they did not count on
Older Apple fans surely remember the famous iPhone 4 leak, that device that someone from Cupertino left behind in a bar and sold to Gizmodo. It was one of the company's biggest leaks and the subject of multiple stories about how Apple struggled to get its prototype back. Well, this year Apple has suffered an even greater betrayal, because it has been intentional: one of its employees put on a tray a few days ago the most hidden secrets about the iPhone X.
Despite what many have written, this leak has not been a clumsy mistake by Apple to leave the final version of iOS 11 available to anyone. Yes, it is true that anyone with the download link could have gotten the iPhone X firmware, but that link was not at all easy to guess, it was full of codes absolutely out of the reach of anyone, except those who had the complete link because they were employees of the company. And not just any employee would.
John Gruber has said it and the BBC has confirmed it: an Apple employee betrayed the company by leaking download links to 9to5Mac and MacRumors. Maybe even more blogs and other specialized media, but many have certainly not wanted to be blacklisted by Apple. Of course you had better get paid a lot to filter the link, because you will need a good pension plan not to mention a good lawyer.
The best is yet to be seen
Many are even detracting from the device because we already know everything it will bring, nothing could be further from the truth. What yes It is true that the presentation on the 12th is going to be more decaffeinated than Apple had planned. More details have been revealed than Apple had thought, but the best remains to be seen. We know the script, but the movie may still surprise us.
Yes, the Face ID configuration process has already been revealed, we know the name of the iPhone X, we even know that the Delay Mode of the camera will have new lighting options. The gestures of multitasking, the 6-core processor and the 5,8-inch screen. We can even download the wallpapers of the new version. I have read the 5 books of A Song of Ice and Fire, but I can enjoy the Game of Thrones series like the most.
We do not know how Face ID works, beyond how it is configured. Will Apple prove that facial recognition can be used as a security mechanism and not like the tricked demos from Samsung? The video in which they show us how to unlock the iPhone, how to pay with the iPhone or how sunglasses do not prevent you from using Face ID can be epic, and that remains to be seen. Not to mention the new functions of the iPhone 8 camera with the new intelligent scene modes, or how we can generate animated emoji to send them to our friends. Does anyone doubt that there will be a demonstration of what the iPhone 8 can do with Apple's new Augmented Reality? And those cameras with 3D functions, what will they be able to do?
With the iPhone 4 Steve Jobs had an epic moment showing the new design, already revealed by Gizmodo, saying "someone stop me if you've already seen this" (moment 0:50 in the video) which generated laughter from the public. We do not know what reaction Tim Cook will have, if he does, with his much more sober style, but I think there is still a lot to see in Keynote and that Apple still has (and should) surprise during it.
What an excellent article, good work.