What to make of Apple’s ‘big’ announcement
The company has done it again: It’s made the star of the show the announcement about the announcement—and one writer is dismayed by the PR ploy.
After the announcement, you will probably see this recycled lead: Apple has done it again.
Hold off on the slow clap, skinny guy in the plaid shirt and horn-rimmed glasses. In a way, this is true. Apple has done it again: It’s made the star of the show the announcement of the announcement—and the feeling we’re supposed to feel.
The actual product has become a secondary character in this sequel.
Does it even matter what the company unveils on Wednesday? It’s gotten us so excited through announcements about announcements—and leaks about the product—that the headlines will almost undoubtedly praise Apple.
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