It was a day steeped in history, on the very stage where Steve Jobs originally announced the Macintosh in 1984, and the iMac in 1998, Tim Cook mentioned Steve on stage for the first time since his death two years ago. There were also glimpses and references to an Apple of the past; an image of the original mouse, a picture of the first iPhone, and of course a performance from U2.
Of that history, 2007 springs to mind. When doing the rumour roundups ahead of Tuesday’s event I was struck by the similarities—and those feelings weren’t wrong. With the Apple Watch it’s clear that as with the iPhone and iPad, Apple had no interest in having the surprise, the wonder and awe spoiled by the unsightly reveal of an FCC filing or worse the discovery of a button out of the China supply chain. So here we have an announcement some 4-5 months ahead of the actual release of the Apple Watch, with all the same kind of worries and mysteries that surrounded the iPhone launch in 2007.