Why did not Apple announce new iPads or Macs at its Gather Round event?

Since iOS 12 and macOS Mojave both got their final release date at Apple's special Gather Round event, you may be wondering why the new iPad pros and Mac have not had time stage in Cupertino. There is a unique answer, undeniably correct, to this question:

Marketing.

Every year, since Apple became a multi-product family business, she had to decide to hold separate or combined media events for Mac, iPod, iPhone, Apple TV, iPad and Apple. For most observers, what does not happen at a given event is mysterious, but Apple uses a fairly simple logic.

The purpose of an Apple event is to raise awareness and excite the international community for the launch of a new product. Any flagship product with a new form factor or major internal changes could justify an Apple event, and anything smaller, such as a low-speed Mac, could be advertised alongside something bigger.

But the number of Apple ads at an event is limited. If too many big products are launched at the same time, some will inevitably find themselves in the hubbub. For this reason, it treats differently the main product ads, speedbump and accessories.

Today's event featured three new iPhones – two new models and a speedbump – as well as the first substantial redesign of the Apple Watch. Release dates have also been announced for four new operating systems, as well as a brief new feature and a wider availability announcement for the HomePod speaker. According to Apple's standards, it's enough for journalists and customers to be busy for a month. In addition, since the iPhone alone accounts for about two-thirds of Apple's revenue, not to mention the extra millions or billions generated by laptops, accessories and services related to the iPhone, these items need their own projector.

He could have easily advertised two new iPad Pros with Face ID, a new 13-inch entry-level MacBook Retina and a new Mac mini at the same event. Same on speedbumps to other Mac models, a revised Apple pencil and other accessories specific to iPad Pro. Since Apple sometimes makes such announcements months in advance, they are all ready to be announced today and may even be ready for delivery. But from Apple's point of view, it's useless to focus on the iPhone and the Apple Watch. This could make people think about saving their iPhone upgrade dollars for a new iPad or a new Mac.

Anyway, Apple has provided a clue that you would not have time to wait. In August, she abruptly removed a group-top feature called Group FaceTime from her iOS 12 and macOS Mojave bets, claiming that she "will be delivered in a future software update later this fall." a great time to show how the faces of multiple users, including Memoji depending on the face ID, are watching the big iPad screens Pro and Mac.

So get ready for another Apple media event – and the new version updates for iOS and MacOS – soon after the dust clears up with the new iPhones and Apple watches. It will be a busy time for the holiday season, but exciting.