Three Things the Latest Apple Event Told Us by Omission

Much of the news on Apple on Tuesday focused on its latest products and services. The Apple Watch and iPad line-up both got upgrades while Apple One and Apple Fitness+ helped Apple round out its service offers. Instead of going into further detail on these, I want to talk about three things that Apple is saying between the lines.

1. No news about iPhones (almost)

  • While there was not a high chance that Apple would talk about iPhones in this event, leaving out any mention of the latest iPhone 12 series that is expected to debut in a few months is telling in its own right. This is another confirmation that there are delays and no definitive answer yet on new iPhone launch dates, or even models that will first be available. The new iPhones are rumored to have OLED screens and 5G connectivity.
  • However, the six-core A14 Bionic processor that was debuted in the new iPad Air is Apple’s first 5nm (actually, it is TSMC’s) that promises 40% CPU improvement and a 30% boost in graphics. This A14 chip will likely also be featured in the new iPhone 12 line-up.

2. Apple One is a bigger deal than it looks

Apple One is a subscription service that bundles specific Apple services such as Apple TV+, Apple News+, Apple Arcade, Apple Music, Apple Fitness+ and iCloud.

The family pricing option of $19.95 per month is a compelling offer for many families that use Apple products, especially since it can cater to different needs for each family member. This puts pressure on streaming services, such as Netflix, Hulu, Spotify and Pandora, and even non-PC mobile gaming subscription services. Bundling services for Apple helps create more stickiness for its services and keeps the company on track to smash through its $14-billion quarterly service revenue ambitions.

Apple did not make this the headliner for the event, but it surely will become the foundation for its push in services going forward. Apple could customize Apple One with more options and expand it in future.

3. Apple retains ambitions for healthcare and wellness sector

  • Apple’s new Series 6 Watch comes packed with a blood oxygenation monitor on top of the already great ECG monitor and altimeter. With the launch of WatchOS7, existing sensors can also measure a lower range of VO2 Max values.
  • While other companies such as Garmin and FitBit have already included these features in their smartwatches, Apple’s strength lies in its ecosystem and cross-device integration and functionality.
  • Apple also announced three studies that will utilize the new blood oxygen measurements to detect conditions such as asthma, heart failure, and even flu and COVID-19 (although blood oxygen monitoring might be a bit late to detect COVID-19 symptoms — temperature is a better indicator for that).
  • Apple Fitness+ was even showcased as a service you can bring into the gym to be your personal fitness trainer. Skip the yoga classes and cross-fit sessions and instead use the app to choose a workout that you feel like doing.
  • Overall, Apple is slowly but surely becoming a contender in the health and fitness space, using its plethora of offerings and services to create a more cohesive user experience that other companies will have trouble matching.

Everyone is anticipating Apple’s next announcements, especially since they will pertain to the iPhone 12 series that will debut in Q4 2020. However, even Tuesday’s announcements showcased Apple’s big ambitions in terms of innovation, services and health. They are the building blocks for Apple’s overall strategy and must be seen in this wider context.

Related Posts

Maurice Klaehne is a Senior Analyst with Counterpoint Technology Market Research, based out of Boston, USA. He has spent more than five years working as a market researcher and strategy consultant heavily focused on emerging markets and uncovering new growth opportunities for his clients which include business service, CPG, healthcare, and life science companies. Maurice holds a Master’s in International Development and Management from Sweden’s Lund University, and an undergraduate degree in Political Science and International Development from Canada’s McGill University. He is a native German speaker and also speaks fluent French.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.