Apple has an iPhone event problem

iPhone 14 Pro
(Image credit: Apple/Future)

Later today we'll know exactly what the iPhone 15 line up looks like and is capable of. We'll likely know the same about the Apple Watch Series 9, potentially the Apple Watch Ultra 2, and, at a push, we might find out more about the Vision Pro headset revealed in June. It's guaranteed to be a fruitful day for Apple fans – so why does it feel harder than ever to get excited about an Apple event?

There was a time when Apple events were full of surprises. The words 'One more thing...' were a precursor to something special, whether it was the launch of the iMac G4 or iPhone X. But thanks to the sheer volume of leaks (which, yes, we often share) and the now somewhat formulaic pre-recorded events, we probably have a good idea of what will be revealed, and how it will be revealed. The products themselves remain as exciting as ever, but the spectacle of the launch has become pretty predictable. (Of course, this could be the year Apple proves us wrong – to find out, check out our Apple event live blog.)

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.