September has a special kind of significance, particularly in the northern hemisphere. The ninth month of the year means back to school, the change of seasons, the autumnal equinox. From a young age we’re attuned to these rhythms, and then sometime in adulthood they’re muted by all of the Other Things that occupy our brain space. Unless, you work in tech, love to read about tech, or are employed to write about tech. In that case, September is for tech events—Apple events.
For more than a decade Apple has hosted a “special event” in September, capitalizing on those fresh-start feelings and presenting its new wares well in advance of the critical holiday buying season. The scene-stealer is supposed to be the iPhone. Over the years, more product categories have crept on stage, like watches and headphones and tablets and a smart speaker. But the iPhone is September, and September is the iPhone.
I probably don’t need to tell you that this year is different. There are no predictable rhythms. We’re fumbling our way through a global pandemic, while millions of people are in economic distress and the American west, Apple’s backyard, is literally burning. Apple executives have already warned that this year’s new iPhone would be delayed by a few weeks, into October. The information, shared on the company’s last earnings call, was both unsurprising and symbolically jarring: A “one more thing” for the pandemic era.
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