It is the Apple WorldWideDeveloperConference time of year again! Traditionally the moment that Apple showcases significant changes to all their operating systems: macOS, iOS, iPadOS, WatchOS.
This year was a mixed bag. The announcements were mostly a list of Apple app updates. Clearly, Apple is a fine-tuning mode and has difficulties coming up with breakthrough features in the current platforms and usage scenarios.
Engadget stated for MacOS “With macOS Monterey, Apple is trying to polish its desktop operating system even further.”
What is worrying is that on the Apple.com front page there is just a sheer amount of features listed under every OS.
Connect with family and friends while watching and listening together in SharePlay. Be more present in the moment with Focus. Explore the world in unprecedented detail with a reimagined Maps. And use powerful on‑device intelligence to do more with iPhone than ever before.
iPadOS 15 update
Do more things even more easily with powerful new multitasking tools. Create notes from any app using Quick Note. Add new widgets that let you see information at a glance right on your Home Screen. And enjoy many of the great features also coming to iOS 15.
Share your screen with friends and coworkers in entirely new ways with SharePlay. Explore a more immersive, customizable, and streamlined Safari. And with Universal Control, you can now work seamlessly between your Mac and iPad.
Give your Portrait mode photos from iPhone a starring role on a dynamic new watch face. Unlock your door from your wrist with home keys. Work out with tai chi and Pilates. And center yourself with new Mindfulness experiences.
Now – tell me quickly….
What is the key reason to upgrade your iPhone, iPad, Mac, or Watch?
or What is iOS 15, iPadOS15, Mac Monterey of Watch OS 8?
I know that the answer is not going to be a crisp one. Apple is not communicating the one reason to get completely excited about any of the updates, or the one reason you would want to have the updates running on your devices today.
Even when categories mature consumers need incentives to upgrade. While difficult it is better to pick that One Feature to steer all communications and PR than having massive feature lists leaving consumers and media wondering where to focus on or determining which one is really important.