What are apple events

Apple’s 2021 Event Plans: New Products and Software Coming in 2021

In an average year, Apple holds three to four events. There’s usually a spring event in March, the Worldwide Developers Conference in June, a September event that’s focused on iPhone and Apple Watch, and sometimes an October event if there are iPads or Macs expected in the fall.

In this guide, we’re keeping track of all of the Apple events that are on the horizon and what we’re expecting to see at each one, so make sure to check back in regularly. There are no additional events expected in 2021, and the next event we’ll see will likely take place in the spring of 2022. We’re also expecting WWDC in June and Apple’s traditional September event in 2022, both of which are regularly yearly events.

April Event

Apple held an event in April 2021 and introduced AirTags, new iMac models, an updated Apple TV 4K, and refreshed versions of the 11 and 12.9-inch iPad Pro.

June Event — WWDC

Apple held the Worldwide Developers Conference in June, debuting iOS 15, iPadOS 15, watchOS 8, tvOS 15, and macOS 12 Monterey. Details on everything new in these software updates can be found in our dedicated roundups.

No new hardware was introduced at WWDC, with Apple instead focusing on the new software updates that were released in the fall.

September 14 «California Streaming» Event

Apple held its annual iPhone-centric event on Tuesday, September 14. At the «California Streaming» event, Apple unveiled the iPhone 13, iPhone 13 mini, iPhone 13 Pro, and iPhone 13 Pro Max, all of which launched on September 24.

Apple also introduced the iPad mini 6 and the ninth-generation iPad, also with a September 24 release date.

The Apple Watch Series 7 was introduced at the September event, but due to supply constraints caused by manufacturing issues, it didn’t launch until mid-October.

October 18 «Unleashed» Event

Apple held a second fall event with the tagline «Unleashed» on Monday, October 18, which focused on new high-end MacBook Pro models and third-generation AirPods, as well as some new colors for the HomePod mini. Apple also introduced a lower-cost «Voice Plan» for Apple Music.

Products Coming in 2022

• Mac mini — Apple is developing a high-end version of the Mac mini, which will feature additional ports and a more powerful Apple silicon chip. It will include an improved version of the M1 chip with a 10-core CPU that has eight high-performance cores and two energy-efficient cores, plus 16-core or 32-core GPU options. The Apple silicon chip will support up to 64GB RAM and four Thunderbolt ports. It’s supposed to use the same chip that the MacBook Pro will use, but it was not announced at Apple’s October event and so a 2022 debut appears likely.
• MacBook Air — Apple is developing a thinner and lighter version of the MacBook Air that will have thinner bezels than the current model. The bezels and the keyboard will be an off-white color, and the chassis will not have a wedge shape. The machine will feature a mini-LED display, MagSafe charging technology and USB-C ports for connecting external devices, but it won’t have an HDMI port or an SD card slot. It will include an faster version of the M1 chip with the same number of computing cores as the M1 (eight). The new Apple silicon chip will support better graphics with nine or 10 GPU cores instead of the seven or eight in the current M1 MacBook Air. The MacBook Air could see a launch in mid-2022.
• AirPods Pro — Apple is working on a new version of the AirPods Pro with a more compact design and a new wireless chip. The design is said to eliminate the short stem that sticks out from the bottom, resulting in a more rounded shape closer in design to competing wire-free earbuds from Google and Samsung.
• iPhone SE — Apple is rumored to be developing a new version of the iPhone SE with 5G and an upgraded processor, with a release expected in the first half of 2022.

Products With Unknown Release Dates

• Mac Pro — Apple is working on two versions of the Mac Pro, both of which feature a redesigned chassis that’s smaller in size. The new Mac Pro models will feature high-end Apple silicon chip options with 20 or 40 computing cores, made up of 6 high-performance or 32 high-performance cores and four or eight high-efficiency cores. These upgraded chips are also expected to include 64 or 128 core GPUs.
• Larger iMac — Apple is still developing a larger version of the iMac with more powerful Apple silicon chips, but paused work on the larger version to launch the 24-inch iMac model. There is no word on when the larger variant of the iMac might launch, but it is expected to include much more powerful Apple silicon chips.

Further in the Future

• AR/VR Headset — Apple is working on augmented/virtual reality headset that could come at some in 2022 or 2023. The headset is said to feature a dedicated display, built-in processor, and an «rOS» or reality operating system. Input will be via touch panels, voice activation, and head gestures, and it’s said to have a high price point at around $2,000. Current rumors suggest a launch at the end of 2022.
• Foldable iPhone — Apple is allegedly working on a foldable iPhone that might be between 7.5 and 8 inches, with a launch date slated for 2023 at the earliest.
• Apple Car — There have been a lot of twists and turns in the saga of Apple’s electric car development, but reliable Apple analyst Ming-Chi Kuo believes Apple is still planning on a full autonomous vehicle rather than just an autonomous car software offering, with a launch to happen between 2023 and 2025.

2021 Product Refreshes and Announcements

We have a list of all the products that Apple has released so far in 2021.

2020 Product Refreshes and Announcements

This list of all of the products that Apple introduced in 2020 is useful for predicting some of the dates when we might see 2021 devices.

Guide Feedback

Know of an upcoming product that we’ve missed on this list or see an error that needs to be fixed? Send us an email here.

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In-App Events

In-app events are timely events within apps and games — such as game competitions, movie premieres, livestreamed experiences, and more. Customers can discover your in-app events right on the App Store on iOS and iPadOS, giving you an entirely new way to showcase your events and expand their reach — whether you’d like to reach new users, keep your current users informed, or reconnect with previous users.

Discovery on the App Store

On iOS 15 and iPadOS 15 and later, in-app events appear across the App Store as event cards that include images or video, the event name, and a short description. Customers can tap to open an event details page, which provides a more immersive experience with a longer event description and notes if an in-app purchase or subscription is required to participate. From this page, they can share your event with others — for example, via Messages or social media. Customers can opt in on the event card and event details page to receive a notification from the App Store when your event starts.

Customers who don’t have your app or game can download it directly from your in-app event card or event details page. Once downloaded, they can tap Open to be seamlessly directed to the appropriate area within your app or game.

Event Card on Product Page

Event Details Page

In-app events appear:

• On your product page, which displays all of your currently published events.
• In search results. When users search for an app, the event card appears along with your app for users who have downloaded your app, while screenshots show for those who haven’t downloaded your app. Users can also search for in-app events directly. When users search for an event, the event card appears along with your app.
• In editorially curated selections and personalized recommendations on the Today, Games, and Apps tabs.

You can promote your in-app events using email, advertising, social media, and more to create additional awareness and engagement. Be sure to include a link to your event’s details page so customers can learn more and download your app or game if they haven’t already.

Configuring in App Store Connect

In-app events are easy to set up and manage in App Store Connect. When creating an event, you’ll enter a reference name (visible only in App Store Connect) and event information, including metadata. You’ll also select an event badge and regional availability. You can submit events for review independent of a new app version and have up to ten approved events in App Store Connect at a time. An app can have up to five events published on the App Store at a time.

Good candidates for in-app events are challenges, competitions, or special content launches. A repetitive activity that recurs frequently, such as a daily task or reward, isn’t a good candidate. Neither is a price promotion that doesn’t introduce any new content, features, or goods.

Choosing an event badge

Select the badge that best fits the type of event you’re offering to display above the title on the in-app event card and event details page.

• Challenge: Activities encouraging the user to achieve a goal before the event ends — for example, a fitness challenge in a workout app or beating a certain number of levels in a game.
• Competition: Activities in which users compete against one another for the highest ranking or to win rewards — for example, a tournament where players battle to win the most matches.
• Live Event: Activities that occur in real-time that all users can experience simultaneously — for example, a sports match or livestreamed concert. These events should provide users with new content, features, or goods.
• Major Update: Introducing significant new features, content, or experiences – for example, the launch of new game modes or levels. These events go beyond minor enhancements like UI adjustments or bug fixes.
• New Season: Introducing new content, storylines, or media libraries — for example, a new season of a television show or a new battle pass in a game.
• Premiere: First-time availability of content or media — for example, newly released movies or audio.
• Special Event: Limited-time events that are not captured by another event badge, possibly spanning multiple activities or experiences — for example, an event featuring a collaboration. These events should provide users with new content, features, or goods.

Creating effective metadata

The metadata you provide is used when displaying your event across the App Store. To ensure a smooth review experience, make sure it accurately portrays your event and is specific to the event experience, rather than sharing general information about your app or promoting its content or services. You’ll enter the following:

Event name: Choose a distinctive, unique name that’s up to 30 characters long and written in title case. This should be the actual name of the event, such as “June Leaderboard Climb,” rather than a call to action or tagline, such as “Watch the livestream.” Avoid generic terms or describing the type of event, since the event badge already displays this information.

Short description: Briefly summarize your in-app event in up to 50 characters written in sentence case. This information displays on your event card.

Long description: Provide more information about your event — such as potential rewards — in up to 120 characters written in sentence case. This information displays on your event details page.

Event card and event details media: Add an image or video that represents your in-app event across the App Store. Videos autoplay and repeat, so aim to create a seamless loop. In App Store Connect, you can preview what your provided media will look like in an event card and event details page to confirm that crucial aspects of your image or video will not be obscured.

To ensure your events display properly on the App Store and provide a high-quality user experience, consider these guidelines when creating your metadata:

• Use proper capitalization and punctuation. Avoid using all capitals and don’t use excessive punctuation marks, such as multiple exclamation points.
• Avoid claims that can’t be verified, such as “the best” or “#1,” as well as extra words, such as “game event.”
• Don’t include specific prices in your metadata, as pricing and currencies can vary across regions and can be changed independent of your event. Including specific pricing will lead to rejection by App Store Review.
• When possible, avoid using text or logos in your media, especially if they include your event name or app name.
• Consider using video in order to provide users with a more dynamic preview of your event.
• Don’t add borders or gradients to your media. Crops and gradients are automatically applied to your media in order to ensure consistency across the App Store.
• Aim to create visual continuity across your event card and event details page by using similar colors or illustration styles.
• Make sure your metadata includes content that you created or have a license to use.

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In-App Events — новый продуктово-маркетинговый инструментарий Apple для разработчиков

Геймификация и актуальная повестка ближе к телу, чем хотелось бы разработчикам и компаниям отдельно взятых стран. В какие цвета Apple раскрасит мир мобильной разработки 2022? Почему геймдизайнеры вырастут в цене? И как сольется в экстазе продуктология и маркетинг? Также рассмотрим все технические особенности реализации нового инструментария.

Waring: Техническим специалистам и project manager’ам, для сохранения душевного спокойствия — строго вторая часть статьи. Стратегам, маркетологам, Product Owner’ам, UX/CX-специалистам — первая. Владельцам бизнеса и StartUp’ерам читать все.

In-App Events / запись мероприятия WWDC21

In-App Events / страница с описанием

App Analytics / видео-обзор по обновлениям

Discovery on the App Store / перечень инструментария App Store

App Store Connect API / документация

Product Page / перечень инструментов страницы приложения

Product Pages / описание нововведений в «страницы приложений»

Третьего дня …. на скучной конференции WWDC 2021 компания из Купертино продемонстрировала новый инструмент продвижения приложений для разработчиков — «Inn-App Events».

Данный инструмент позволяет связать «события» внутри приложения с новыми рекламными возможностями самого магазина App Store.

Осенью разработчики приложений смогут рассказать текущим и потенциальным пользователям о новых «события», «челленджах», «соревнованиях», «трансляциях», анонсировать премьеру фильма или новый контент.

Возможности нового инструментария широкие:

• отображение на странице приложения
• собственная страница события с подробным описанием
• подписка на уведомления
• прямой доступ к событию внутри приложения
• отражение в рекомендациях
• выдача в поисковых запросах

Как утверждает сама Apple, поисковая выдача является лучшим инструментом для рекламы в App Store, благо для этого у компании имеется собственная рекламная платформа: «Search Ads».

По этой причине, цитата: «Внутренние события и контент станут центральным элементом в App Store» — Ann Thai, директор по продуктовому маркетингу App Store.

Редакторский отдел App Store будет курировать самые крупные и интересные события. Наподобие того, как это сейчас происходит с другим редакционным инструментарием для продвижения: «Today tab», «Games & Apps tabs», «Discover», «Featured».

Никто не останется в стороне от новых «гиммиков» любимых приложений, с здоровенным рекламным баннером на треть экрана в виде нового — AppStore widget.

Подобные решения не являются новинкой для рынка цифровой дистрибуции. Ушлые рекрутеры, по всей видимости, переманили легендарных корейских дизайнеров из Samsung, чтобы те скопировали магазинчик Гейба Ньюэлла.

Именно в гейм индустрии «внутренние события» получили широкое распространение, и как следствие, платформы-дистрибуторы (игровые маркетплейсы), адаптировались под данный тренд: Steam, Xbox Store, PlayStation store и eShop.

В немалой степени повлияли на это ограничения евросоюза по распространению механики приводящей к аддикции: лутбоксам (или как ее называет глава Electronic Arts — «Сюрприз механики»).

Что такое хороший «ивент» — это монетизируемый ивент, желательно периодический, — тот, который можно занести в расчет Unit-экономики или записать в финансовый отчет в графу «Direct revenue» / прямая прибыль.

И курицей несущей золотые яйца для любого игрового продукта вне зависимости от категории стал — «Пропуск». Его вариации «Season Pass», «Battle Pass», «Royal Pass». Концепцию сезонных мероприятий (родившихся в online играх и MMO), перепроектировали под модель лутбоксов, оставив в основе математическую вероятность получения вознаграждения в зависимости от вовлеченности игрока.

Как мы видим из презентации и документации Apple — App Store унифицировал инструмент распространения и доставки подобного контента как для игровых, так и для развлекательных сервисов. И в ближайшее время ждем специалистов по «агрессивной монетизации» из гейм-индустрии во всех успешных мобильных проектах.

Продуктовый-маркетолог / PMM — и жнец, и дудец — зверь, о котором в нашей необъятной слышали только мои друзья из Fb, коллеги и студенты из GeekBrains, подписчики на VC и ребята из Yandex’а.

В отличие от классического маркетинга, «продуктовый» отвечает за монетизацию внутри самого сервиса, когда трафик у продукта ежу есть.

Задача продуктового маркетолога — не транслировать рекламную коммуникацию во вне, а снабдить продукт всеми необходимыми внутренними и внешними характеристиками, чтобы обеспечить оптимальный рост ключевых параметров.

Грубо говоря PMM, отвечает не за продажи, а за микротранзакции, используя внутренние возможности самого продукта и платформы дистрибуции на каждом этапе воронки. А Inn-App Events как инструмент платформы, очень сильно завязан на «внутренности»: механики и user-experience продукта, в котором правят методы «агрессивной монетизации». Со всеми вытекающими: соц. ранжированию, патентами по «вовлечению» и сверх прибылями.

Поэтому изменения App Store так сильно скажутся на всем рынке мобильной разработки: от unit-экономики, до бизнес процессов и перераспределения ролей в управленческом составе команд.

Верх мастерства PMM — продать «боевой пропуск» еще не вышедшего продукта, вместе с предзаказом. И теперь в App Store можно реализовать и предзаказы и продажу «сезонного пропуска».

Обойти пикантные моменты, связанные с культурным кодом и законодательством разных стран для «In-App Events» помогают региональная настройка и новый инструментарий «страниц» продукта, который позволяет иметь несколько продуктовых страниц под разную аудиторию и страны.

Возможно, не во всех популярных приложениях в «месяц гордости» мы получим радужные «события» на территории нашей страны. Но мир «повестки» имеет больше оттенков и поводов для гордости, чем региональные ограничения: и blm week и girls power уже ждут нас.

В некоторых продуктах внутренние события завязаны на основную механику использования продукта. В таких случаях все проходит без криков и очень аккуратно. Кстати, спроси сына, кто такой «Teemo», «Солдат 76» и как поживает «Bloodhound»

С другой стороны, отечественные разработчики могут начинать следить за трендами, если хотят «западный» рынок.

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