Apple’s Time Flies live (sort of)

Sticking to the likely impact on Apple’s share price — now and in the months ahead.

apple time flies live2:03 And that’s a wrap. A fast-paced, visually exciting event, with no surprises that I could see. Apple’s share price fell during the course of the event, but remained in positive territory to the end.

UPDATE: Shares went briefly red, ended green.


  • Apple Watch Series 6
  • The Apple Watch SE
  • The 8th-generation iPad
  • The new iPad Air
  • Fitness+ workout services
  • Apple One service bundles


All times eastern.

2:01 Back to Tim Cook. Major OS updates tomorrow. For iPhone, iPad, Watch,

1:47 iPad Air. Logo was a slinky! Who knew?

Laura Legros does the intro. Colors. Do these sell? Touch ID on side, as predicted.

Tim Millet, VP of platform architecture. A14 5 nanometer chip technology. I take on faith that this is a huge Apple advantage. Lots of numbers that are going right over my head.

Developers talk. DJ app. War Robots. Photo editing. Cool before and after shots.

USB-C (bring in the dongles!). Improved cameras. Stereo. Magnetic charging for pencil.

$599 starting price.

1:41 Ted Merendino. iPad 8th Generation. Silicon bump. Beloved. Gold standard. Whole new level. Blah blah blah.

Pitching this iPad with iPad OS 14 to students. $329, $299 for education. Available Friday. Too late for this school year?

1:39 Back to Tim Cook for iPad. 500 million sold in 10 years. More than 1/2 of customers are buying first iPad. Updated iPad Pro earlier this year. Today, updating rest of line up

1:37 Apple One. iCloud, Music, TV+, Arcade, News+, Fitness+

$14.95 Individual

$19.95 Family plan

$29.95 Premier

Premier saves me money.

1:29 Jay Blahnik to tell us about our “fitness journey.” (Unfortunate echo of the “blah blah blah” in the previous video.) 10 types of workouts.

Apple Fitness+: Apple is doubling down on the fitness market. This must be working for them in the market. Either that or they’re trying to grab market share from Fitbit and Peleton. Mindful cool downs sounds pretty chill to me.

$9.99 per month. Free for 3 mos. with new Watch. More services revenue. More need for a services bundle.

1:26 Back to Jeff Williams, wrapping up Watch. Order today, deliver starts end of week. Apple Watch TV video: already does that. Too long for TV. A series of ads?

1:24 Environmental message.

1:10 Apple Watch Series 6, with blood oxygen reader. Cool, but as expected. Surely this must already be priced into the stock.

Improved always on, 2.5X brighter. That’s big. Altimeter for mountain climbers, not a huge base.

New faces: Cheap thrills. This could have been a big third-party opportunity, but clearly Apple wants to control and own most of it.

New solo loop, braided. Stretchable. Selling colors, like a fashion company.

That’s Apple Watch 6.

Introduces Family Setup. This could be popular, if the price is right. Separate phone numbers for each child adds up. But aren’t the kids going to want a phone first?

Introduces Apple Watch SE — the cheaper ($279) version for those kids and everybody else. Expands the market considerably. Not sure what features are missing.

Price points:

Series 6: $399,

Series 6 SE: $279,

Series 3: $199.

1:08 Jeff Williams, COO, heir apparent. Talks VO2 Max, I missed what it meant. Apple Watch Series 6

1:06 Business and insurance company benefits, heathcare workers, COVID. Singapore will “incentivize people” to wear watch.

1:03 Apple Watch. All the things Cook does with his. Emphasis on health features. Lives saved. Vignettes from young, good-looking watch wearers, overcoming obstacles.

1:01 Campus porn. Tim Cook on our difficult times, Apple’s products role. Two products, just two.

12:55: T-5. The event’s wide brush logo, in heavy rotation.


  1. Gregg Thurman said:
    Fantastic Apple Watch commercial (humorous too).

    September 15, 2020
    • Romeo A Esparrago Jr said:
      The replies : “it already does that!”
      What they meant : “ the competition doesn’t! “

      September 15, 2020
  2. Gregg Thurman said:
    Premier saves me money.

    Premier saves me about $1.00, BUT I get Fitness + to boot. Couldn’t find anything on Apple’s site explaining Bundles.

    The new iPads look very enticing, as does the Watch. hmmmmm. I hadn’t planned to upgrade either, but now…

    September 15, 2020
  3. Romeo A Esparrago Jr said:
    Good thing I paused over that Buy Peloton+ subscribe button! LOL
    So yeah, AppleOne Premium for me!

    … and the return of the Newton!

    September 15, 2020
  4. Fred Stein said:
    The moat, the castle, the canons. Nothing can touch them. The Watch – no contest. The iPad Air at $599, a steal, with Pixelmator you’ve got sci-fi at your fingertips.

    All the new faces, the next generation of leaders. Thanks Tim. You do everything right.

    September 15, 2020
  5. Ralph McDarmont said:
    Great presentations. I regret that so many people will walk away thinking, what about the phone? Most people, including me, lack the ability to understand what Apple is doing every day, where technological innovation is measured in billions and trillions. Product performance soars by factors of 2x, 10x, 100x, often with little if any price increase. And as always Apple smashes technological barriers and leads the way. I suspect most would-be analysts and pundits have zero understanding of the revolutionary work Apple accomplishes. As for me, I could be wiser. I bought two iPads a month ago. One as a replacement and the other as a family backup, still shrink wrapped and sitting on my bookshelf. Oops.

    September 15, 2020
    • Gregg Thurman said:
      You have 30 days to exchange/return them. Maybe you can get a Store credit to use against the upgrade.

      September 15, 2020
      • Ralph McDarmont said:
        Yes, but I’m keeping them. In my small company iPads are everywhere. Even the oldest ones are very useful and fulfill their purpose. That’s how it is with Apple stuff. But they do get quirky if left out in the rain lol.

        September 16, 2020
  6. Frank Pedron said:
    Touch ID on the on/off button. Great idea. Who would have thought?

    Face ID is awesome … if you’re not wearing a mask.

    Unfortunately, it appears Covid and masks are here to stay for the foreseeable future. Hopefully, the next iPhone will keep Face ID and add the convenience of Touch ID for those times when face recognition is not the best option.

    September 15, 2020
  7. Bruce Oran said:
    Wait for the analysts release and price increases. Apple one is huge in forward facing services.

    September 15, 2020
  8. Mordechai Beizer said:
    Meh. I just ordered the new Apple Watch since I skipped last year’s model but the iPad refresh was not exciting (to me at least). I suppose I’m jaded since I bought April’s iPad Pro. What I would really like is a refresh for the iPad mini.

    The family mode for the Apple Watch, especially for the kids version, should be exciting but the fact that it requires a cellular account takes something away since Verizon charges $10/month for an Apple Watch account.

    Now to wait for the iPhone event.

    September 15, 2020
    • Gregg Thurman said:
      Verizon charges $10/month for an Apple Watch account.

      $10/month for the Apple Watch is cheaper than an iPhone account. I think this is targetting younger children’s parents who wouldn’t want to get iPhones for them.

      How many parents will buy Apple Watches with a $10/month Verizon charge to be constantly aware of where their children are? Me thinks a ton.

      September 15, 2020
  9. John Konopka said:
    I loved the two quick cameos by Craig Federighi. Kind of like Alfred Hitchcock.

    The iPad Air looks awesome. Will probably get one for my mom.

    No blockbusters but solid new announcements like Apple does every year. Did I hear it correctly that iOS 14 drops tomorrow? I can’t wait.

    I’ll get the new Watch for the oxygen sensor alone.

    The numbers on the A14 chip are jaw-dropping. 5nm resolution, 11.8B transistors. I feel Dr. Brown in Back to the Future. 11.8B transistors! 11.8B transistors! They mentioned briefly that this allows a lot of parallelism to get speed without driving the clock rate way up.

    5nm is roughly 15 or 20 atoms. That won’t be everywhere on the chip, but some of the finest features will be this small. 5nm is so small that you need a high class electron microscope to even see these. Probably a STEM, certainly not a tungsten gun SEM.

    The story about the young lady using the insulin patch connected to her iPhone to measure blood sugar is probably a tell that we won’t see a glucose monitor in the Watch real soon.

    It is really curious why the stock price dropped as soon as the presentation started.

    September 15, 2020
    • “It is really curious why the stock price dropped as soon as the presentation started.”

      BTRSTN (Buy the rumor, sell the news)

      September 15, 2020
    • Jerry Doyle said:
      @John Konopka: “…. I’ll get the new Watch for the oxygen sensor alone.”

      I hope you upgrade to the Series 6, but it is my understanding that the sensors for measuring oxygen level already are embedded in our current Watches. Consequently, I am under the impression that Apple through a software update adds that features to older Watches. Someone correct me if I am wrong.

      September 15, 2020
        • Kirk DeBernardi said:
          @ PED —

          There are 4 new photodiodes added to the sensor array on the back — which has also been re-engineered.

          Blood-oxygen sensing only on the new Series 6 WATCH.

          September 15, 2020
  10. David Emery said:
    Anyone else disappointed by max storage on the iPad Air?

    (And for the record, I’m still not interested in an Apple Watch, or any other kind of watch….)

    September 15, 2020
    • Jerry Doyle said:
      @David Emery: “…. (And for the record, I’m still not interested in an Apple Watch, or any other kind of watch….)”

      Well, ok… but if you ever purchased an Apple Watch and used its multiplicity of features, you never would live without it.

      September 15, 2020
      • David Emery said:
        Having something on my wrist bothers me. (When I was in the Army, I carried my watch either in my pocket, or on a holder fixed to my web gear.) And I’m not sure of the value of those “multiplicity of features” to me personally. (If it had a blood sugar monitor, I might consider it.)

        September 15, 2020
  11. David Drinkwater said:
    i have to say that, on top of all the invention, the political sense of the event was beautifully well undertoned, and I loved seeing the rainbow forest in the garden inside the Park again and again and again.

    As others have commented on Craig Federighi’s cameos, I am curious to see his role in the iPhone and other impending … Events. (I don’t know what to call them now. I guess Events fits. I was a bit bewildered when my Events Apple TV App threw me over the fence to TV App. You’re not in Keynote Land anymore, Dorothy.)

    September 18, 2020

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