Just past March 9, Apple's spring conference came to an end.
After watching it, I felt that this was an unexpected but reasonable press conference.
It makes sense because of the products exposed in the early stage: iPhone 13 series new color matching, iPhone SE third generation, iPad Air5, Mac Studio workstation, Studio Display display... All released without any surprises.
As a benchmark in the digital technology world, Apple has brought us so many one more things in the past that I have been looking forward to a conference where Apple can do one more thing again.
But unfortunately, since Jobs left, the slogan that made countless people cheer has been silent for a long time, and the apple watch, which is the only one more thing in recent years, has also been exposed by various news in that year, without any sense of surprise.
This is understandable, after all, Apple has become the world's highest market capitalization technology company, with more than 100,000 employees, supply chains all over the world, and it is even more difficult to keep it as strict as it used to be.
So we see that under the governance of Cook, who came from supply chain management, there are fewer and fewer things, and what comes from it is the richness and precision of the product line:
For example, the new color of the 13 series of technology based on shell change. Perhaps it can really attract a large number of users who "want to live a good life, they always have to bring a little green on their bodies";
For example, the new iPhone SE used a 4-year-old mold. It is hard to imagine that in 2022, there will be a new mobile phone with 4.7 inches of non-full screen, single card single standby, 64GB of memory, and priced at 3499;
For example, the Air5, which has basically no change in appearance. Although this time Apple broke everyone's glasses to give the Air series the same M1 chip as pro, hoping that it can move in the direction of productivity, but the lack of Pro Motion high brush, only USB3.1Gen2, top fingerprint unlocking, 64GB memory to start, none of them are telling people that Air is Air after all.
Some people will say "old bottles of new wine", others will say "good design does not need to change", and there are few things that can make people have such a polarized evaluation.
But even so polarized, Apple's revenue in 2021 will exceed $350 billion — a third increase from 2020.
Apple is still the apple, the apple with super profit margins and strong supply chain control, but there are always people who criticize the "lack of innovation".
But is that the case?
As I said earlier, this conference is not only reasonable, but also unexpected.
This "outside", there are two. One of them, the M1 Ultra.
How much Ultra is there? It directly connects two of last year's M1 Max together to form "one" super processor with 20-core CPUs, 64-core GPUs, and 114 billion transistors.
You know, the number of RTX3090 transistors, the strongest GPU on the desktop, is only 29 billion.
This is one of the most powerful PC chips in the world.
It is worth mentioning that with the blessing of the Mac Studio released at the same time, this small aluminum metal block has become Apple's most powerful computer product.
Even the Mac Pro, which started at its own 6W, was picked up.
Don't forget its size, this is just a small iTX host that looks like a mac mini plus version and can only belong to high-priced and low-end configuration in the Windows camp, but has such a surging core.
There is also a dark line, hidden in the clues of the press conference.
While maintaining the original mold and supporting 5G with greater theoretical power consumption, the new iPhone SE has a battery life that does not drop but rises.
After all, the 4.7-inch mold has been used for so many years, the internal space and components have been quite mature, and the traditional route of improving endurance depends on increasing the battery, which cannot be performed in the space that has been fixed.
The press conference used only one sentence to explain: the use of new chemical material technology.
It's simple, but it's not easy.
It should be known that biochemical ring materials have always been known as the four major sinkholes in China; and this sentence at the press conference shows that Apple has quietly developed the field of basic science.
Strong basic scientific research is the cornerstone of building a world scientific and technological power, in this round of scientific and technological revolution and industrial change, scientific exploration has accelerated its evolution, and global scientific and technological competition must continue to move forward to basic research.
As the biggest bottleneck of the current electronic mobile terminal, once the battery technology has been broken, the prospect is infinitely bright: a higher endurance Apple Watch, a stronger performance iPhone, and even the "Apple Glass" that is regarded as the future, we will soon see.
It tells you who is the most creative company on the planet with powerful performance; it tells you with basic science that the taller the building will be, the more attention should be paid to the waist and legs, and the foundation is solid.
Who said that only appearance upgrades are called upgrades.
This is a 35-year-old company, placed in the human race, is already a person to middle age gradually embarrassing age.
But what I see is that this is a company that does not have a big company disease, does not stop exploring, and still maintains its youthful vitality:
Lift, lift, lift.
A series of annual slaughter list, M1 leapfrog performance improvement; in contrast, peers, years of stagnation, and even began to mess.
It is also an industry leader, and its performance is very different.
While people were still questioning whether Apple was innovative, the market had already cast their votes with the money in their hands first.
How can such an Apple not have innovation?