Apple released its funniest product ever. When we least expected it, a big surprise occurred

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One of our most widely read articles this week was a minute-by-minute preview of the Far Out event, posted by our in-house psychic (me) the day before. This was partly an excuse to write jokes about Apple’s marketing mannerisms, but it ended up being reasonably accurate, predicting all eight of the products unveiled and quite a lot of the details.

Welcome to our weekend Apple Breakfast article, which provides a convenient bite-sized recap of all the Apple news you missed this week. Although it’s cool if you want to read it at lunch or dinner as well, we call it Apple Breakfast because we think it pairs nicely with a morning cup of coffee or tea.

Highlights

  • But against all odds Apple did find a way to spring a few surprises. Whereas the physical design of a product needs to be shared with your manufacturing partners, for example, the name of that product does not, and as far as I’m aware nobody predicted that the rugged Apple Watch would get the name Ultra. Nor did anyone leak its price, and here at Macworld we were pleasantly surprised that the Ultra costs $799 rather than $999 or more.

  • This predictability was itself predictable, since the general feeling these days is that Apple can’t keep a secret. And it’s pretty difficult to conceal the existence of a massively hyped new product while manufacturing 95 million units in a supply chain on the other side of the world.

This predictability was itself predictable, since the general feeling these days is that Apple can’t keep a secret. And it’s pretty difficult to conceal the existence of a massively hyped new product while manufacturing 95 million units in a supply chain on the other side of the world.

One of our most widely read articles this week was a minute-by-minute preview of the Far Out event, posted by our in-house psychic (me) the day before. This was partly an excuse to write jokes about Apple’s marketing mannerisms, but it ended up being reasonably accurate, predicting all eight of the products unveiled and quite a lot of the details.

But against all odds Apple did find a way to spring a few surprises. Whereas the physical design of a product needs to be shared with your manufacturing partners, for example, the name of that product does not, and as far as I’m aware nobody predicted that the rugged Apple Watch would get the name Ultra. Nor did anyone leak its price, and here at Macworld we were pleasantly surprised that the Ultra costs $799 rather than $999 or more.

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