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Is everyone ready for their phone to feel a little less shiny and new come Tuesday? 😂

You’re always more likely to come out of an Apple event happy if you go in with low expectations, and I’d say that’s never more true than with the September event. The iPhone is Apple’s biggest moneymaker by a wide margin, and the message that needs to come out of this event in particular is:

“There’s a new iPhone. It’s the best iPhone we’ve ever made. You should buy it.”

Marketing is hard. You need to repeatedly tell everyone about your product, to the point where you’re sick of doing it. Also, the more announcements you make at once, the harder the problem gets, even for a company like Apple.

So, even though there’s yet another AR tease (and you should check out Michael Steeber’s look at how that trick works), my gut feeling says we’re still multiple years away from major AR announcements. Also, when they do come, I doubt they’ll compete with an iPhone announcement unless inextricably linked to it.

Tune in next week to see how wrong I was as pre-orders for iGlasses open up. 😂

Dave Verwer

Also, as I was finalising this week's issue, this happened. Honestly, I wouldn't have written about this even if it broke yesterday. There will be appeals, and if/when the appeals fail, the changes will take time to appear. The long and ugly process rolls on.

It's likely that Apple will do nothing more than what is required, meaning you'll only be able to take advantage of these changes for US-based customers and that app review is about to get way more complicated and fraught. Fab.

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And finally...

That's it. That's the tweet.

Note: I know it shows a remarkable lack of class to link to my own Tweet as an "And finally...", but bear with me just this one time! 😂 I couldn't shake the feeling that this tweet should have done better than it did. It (probably) won't happen again!