Apple has announced its first new products of 2021, with an iPad Pro, new iMacs, a purple iPhone 12 and the long-awaited AirTags headlining the event.
In terms of the new devices, Apple is now starting to incorporate its M1 Apple Silicon processors – which were developed in-house – more widely among its products.
Both the new iPad Pro and the seven colourful new models of the iMac will be powered by the M1 chips.
The iPad Pro has 5G connectivity and promises to be the most powerful tablet available, perfect for designers, developers and any other high-end users who might make use of the device.
The iMac is extremely thin (11.5mm), has a 4.5K retina screen and will be available in Blue, Green, Red, Pink, Silver, Yellow, Orange and, Purple.
There will also be new models of the iPhone 12 available in Purple. While Apple has previously launched colourful devices to raise awarness for charitable causes (such as Project Red which raises awareness for HIV/AIDS), the purple iPhone is simply a colourful addition, which will be “perfect for Spring”, according to company CEO Tim Cook.
AirTags… with a catch
One of the most talked-about items going into the event was the AirTag, which will allow users to keep track of any item they might be worried about losing using the Find My network.
The small tags can be attached to a handbag, keys, backpack, or any other item.
The AirTags can then be used to locate these items if they become lost. It does all of this while keeping location data private and anonymous with end-to-end encryption.
There is even a collaboration with Hermès available for people looking for more stylish AirTags.
In Australia, they will be available for $45 each or four for $149
There is a small catch, however. AirTags will require iPhones to be running iOS 14.5 or later to work.
Advertisers would by now know that the iOS 14.5 update officially marks the end of the IDFA, as the tech giant moves towards a more privacy-focused tracking framework.
Apple confirmed that the upcoming public release of iOS 14.5 will require all apps to use the AppTrackingTransparency framework to request a user’s permission to track them or to access their devices advertising identifier.
Apps will not be able to track users unless they receive permission to do so.
These changes will be enforced from April 26, according to Apple.
There was also a surprise announcement that could impact advertisers.
Apple unveiled the new Apple Podcasts Subscriptions, which gives podcast listeners the ability to listen ad-free and enjoy additional content.
The Apple Podcasts Subscription will initially include content from Tenderfoot TV, Pushkin Industries, Radiotopia from PRX, QCODE NPR, the Los Angeles Times, The Athletic, Sony Music Entertainment, and more.
“Today, Apple Podcasts is the best place for listeners to discover and enjoy millions of great shows, and we are proud to lead the next chapter of podcasting with Apple Podcasts Subscriptions. We’re excited to introduce this powerful new platform to creators around the world, and we can’t wait to hear what they make with it,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services.
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