What to Expect When You’re Expecting Apple to Release a New Product


Congratulations! You’re due for a new Apple product! Any day now, Tim Cook is expected to birth something revolutionary and magical. Or not. You never know with Apple. What pops out of the largest uterus in Cupertino — and when exactly it will pop — might be a mystery, but here are some things to definitely expect when you’re expecting Apple to announce a new product:

1. Anxiety. The responsibility of owning a new Apple product can seem overwhelming. How do I keep it clean? What if I drop it? How do make sure it gets fed enough data? OH MY GOD, I’M NOT READY FOR ALL THIS RESPONSIBILITY!?!?! Fret not, my friend, you are not alone. Every expectant consumer has those same questions and fears. Just take solace in knowing that people a heck of a lot dumber than you are handling the immense responsibility just fine. Oh, and use AppleCare. Despite GOP efforts to repeal AppleCare, it’s still around, and the piece of mind it offers is well-worth the cost.

2. Weird cravings. The closer you get to the due date, the weirder your desires will become. I want an iPhone 6 with a 7inch double-sided touch-screen! No, I want a 12inch MacBook Air with a retina display and a floppy drive! No, I want an iWatch big enough to mount on the wall and watch 4K 3D TV on!! Relax. The weird cravings will pass. In the end, you’ll be happy if it’s just a healthy device that isn’t delivered to the market prematurely.

3. Sudden weight gain. Knowing that Apple’s next iWhatever will almost certainly be slimmer and lighter than any personal device you currently own will suddenly make you feel much heavier in public. This is normal. My advice is to try something that’ll counter the effect, like starting a juice cleanse or adopting a trendy food allergy. (Warning: juice cleanses and trendy food allergies do not actually help people lose weight, but talking about them incessantly will help you lose friends… which is kinda like losing weight.)

4. Morning sickness. This is the sick feeling you will get the morning of the supposed product announcement, when it suddenly dawns on you that you have absolutely no idea what Tim Cook is about unveil. Sure, it could be a cool new phone. But it could also be a blender. In one fateful breath, you will realize that no one on the internet knows anything. You’ll suddenly notice that every “exclusive report” on every website purporting to know what Apple will release is based on the same “anonymous sources” with specious connections to “overseas suppliers.” Same for all the self-proclaimed Wall Street Analysts who cherry-pick from said reports to make whatever “bold prediction” will get them airtime on CNBC. And, of course, when the spurious predictions turn out to be bunk, they shirk responsibility and act like it’s Apple’s fault. (I’m looking at you, Gene Munster, senior analyst at Piper Jaffray, and the Apple-branded HDTV set you’ve been predicting as “imminent” every year since 2009.) Sorry, got off on a tangent there. Where was I? Oh yeah, morning sickness the day of the product announcement. Try to get plenty of rest the night before, avoid greasy foods when you wake up, and take it easy on the coffee. Also: Don’t believe anything you read about Apple in the days leading up to unveiling.

5. Messiness. Once the mucus plug of consumer innovation finally spills its contents, the internet will become a messy, messy place indeed. Best to stay off social media for at least 24 hours, until the backlash and the backlash to the backlash have subsided. All that really matters is the, um… lash? That doesn’t sound right. But let’s go with it for now.

6. Post-partum depression. This will kick in the moment you hold the new little miracle in your hands for the first time, after your credit card has been charged and you’ve parted with a considerable amount of money. Don’t worry, though. The first time someone in public compliments you on your new acquisition, you will feel much better. The sudden sense of technological superiority will jump-start the pleasure center of your brain. (FYI: For this reason, you never want to be the last person in your neighborhood and/or workplace to get a new Apple anything.)

7. A growing distance between you and your Apple-less friends. It’s a sad fact of life: Once you become an Apple household, you simply won’t be spending as much time with your non-Apple-having friends. You will get new friends, though, and they will be much more awesome than your old friends. They are called Apple Geniuses and they are available by appointment only.

8. Transcendence. This is what happens as soon as you realize your life has been irrevocably changed by the little bundle of joy. You will wonder how you lived for so long without it. You will admit you can never go back to life before it. You will get sucked into your new device. Literally. You will be like Johnny Depp in that movie where he died and was brought back to life as a computer program. That movie had a happy ending, right? I don’t know. Didn’t see it. Did you? No? Did anyone see it? Hmm. Well, let’s just pretend it had a happy ending and move on to…

9. Ennui. This is the inevitable sense of boredom that will overcome you. Life’s old pleasures will cease to have impact. New pleasures will emerge, but they will pass quickly. The rush you felt the first time you unlocked your phone with nothing more than your fingerprint will be long gone. All that will remain: A hole in the center of your being, filled with the dispiriting notion that your new Apple product will one day be obsolete. As will you.

10. Wonderment. You will wonder what happened to the whole iDevice-as-a-baby metaphor. You are probably already at this phase right now.

11. Temptation. The longer you possess your no-longer-new Apple product, the more tempting the Samsung commercials will get. You’ll see some new Amazon product getting a ton of press and you’ll picture yourself holding it in your hands. You’ll take a second look at that ad for… Windows? “Wow,” you’ll say, “Windows is actually looking pretty good these days.” But the temptation will give way to…

12. Mutual respect, deep-seated appreciation, and a Hollywood ending. Sure, the novelty of your new Apple product will wear off. Siri’s limitations will become readily apparent. The device’s heft and quirkiness will become more pronounced as it ages. Curiosity will lead you back to Windows or maybe over to Android or one its many variants, but the experience will be painful, oh-so-very-very-painful: Why does this Windows 8 computer have two separate interfaces that DON’T WORK TOGETHER AT ALL? Why can’t this brand new Android phone be updated to the latest Android OS? Why does this Amazon device seem to be designed solely to get me to spend even more money on other stuff? And you’ll find the only thing that will relieve the pain is your once-new-but-now-old Apple product. The one you came this close to selling. You will apologize to it. You will hold it close, caressing it with tenderness. You will promise never to abandon it again.

Well, at least not until the iPhone 7S comes out in 2017. According to the internet, it’s going to be so freakin’ awesome!!!

For the movie rights to this post, please contact @ericbuchman. All I ask for is casting approval, final say on the script, and payment in German bearer bonds.

About Eric: I’m a TV writer who shares my thoughts about tech at techguyeric.com. And my thoughts on everything else at buchnotes.com.

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