Tue, 8:47 p.m. · Events · cmkApple announced a week ago that it would be holding an Apple event on May 7, 2024 under the slogan “Let Loose” – at an unusual time: The event starts at 7 a.m. local time (corresponds to 4 p.m German time). New iPad Air and iPad Pro models and a new Apple Pencil are expected – and possibly an announcement as to when the Apple Vision Pro will also be available in Europe.
Strange advertising message
Apple’s advertising graphics hardly allow any other conclusion: the new Apple Pencil will play a major role at the event. Apple has now started advertising the event on many popular social media platforms:
The message is that Apple has come up with something very special – and the company is once again giving an indication of an artistic direction with the word “Draft”. In the second sentence, the company writes that it should be a “different type” of Apple event.
Meaning unclear
Since the beginning of the Corona pandemic, there have been no more live stage shows, but rather pre-produced, very polished advertising videos with remarkable production qualities. However, in many places you can hear that the pre-produced videos became boring over time – especially since the style of the videos hardly changed.
It is completely unclear what exactly Apple is aiming for by saying that this is a different type of event. Last October, Apple adjusted the format slightly: Events normally lasted one to two hours – but the “Scary Fast” event was over after just 30 minutes. Apple could possibly adjust the format again with the “Let Loose” event and dare to experiment.
Atypical timing
Apple doesn’t normally hold events in May – the Worldwide Developers Conference takes place in June. Apple often chooses March or April for spring shows to present new hardware. It’s unclear why Apple is holding an event so close to the big WWDC – but it could be another indication that the company is experimenting with a new format.