No March 23 event might mean another week of being drip-fed announcements

Apple Event September 2020
Apple Event September 2020 (Image credit: iMore)

Well OK then.

Rumors of a March 23 event had many of us thinking that today would be the day that Apple would let us know an event was incoming. Not a traditional Apple event, of course. But rather the new normal that is an online event. People might not need to book flights and hotel rooms, but Apple still tends to give us a week to so notice before anything happens. Today, nothing.

Sure, we could still see emails go out later today or tomorrow to tell us that yes, March 23 will see some sort of product unveiling. We're still waiting for AirTags, AirPods, iPad Pros, and who knows what else. But that seems less and less likely with each passing day.

No matter how confident some people might be.

But event or not, Apple is still thought to have products burning a hole in its metaphorical pocket and they'll need to be announced one way or another. Could we see another press release bomb next week? Could Apple announce AirPods 3 on Tuesday, March 23 after all? It could indeed. Maybe we'll see AirTags on Wednesday, March 24. A new iPad Pro on Thursday, March 25 perhaps?

I'm just spitballing here and no, I don't have a little birdy inside Apple Park with super-secret information spilling from their beak. But if Apple doesn't deem any of their announcements worthy of waking the video editor up and powering on the Mac Pro it could have its copywriters do their thing instead.

Whether I'm right or wrong, we'll have our answer within a week or so. At this point I wouldn't want to put money on any of the three potential outcomes; a March 23 event, a March 23 press release bombardment, or eery silence.

I do know this, though. Whatever happens, iMore will be on it like a European lawmaker on Apple's case.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.