Yes, this week’s Apple event wasn’t quite business as usual for the company. It was a long presentation, studded with A-list celebrities and announcements for services—no hardware in sight—that mostly aren’t shipping yet, many of which don’t even have price points. That’s not exactly the moves we’ve come to expect from Apple.
But we were warned upfront by Tim Cook that this time would be a little different, and the company has been banging the drum about bolstering its Services business for a few years now. So while there may have been some head-scratching about the execution of the event, there shouldn’t have been any shock about the overall purpose.
