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Apple breaks 13-year tradition by announcing new products in January

Apple this week broke a tradition it has upheld for the past 13 years by announcing new products in the first month of the year.


This week, Apple unexpectedly announced several new products, including updated 14-inch and 16-inch MacBook Pros with the M2 Pro and M2 Max, a new Mac mini with the M2 and M2 Pro, and an updated HomePod. As it has done on occasion, Apple announced the latest products via press releases on its website and videos on its YouTube channel rather than a fully produced digital event.

The last time Apple made a product announcement in January was in 2010, when Apple CEO Steve Jobs took the stage in San Francisco and introduced the world to the iPad. Apple has traditionally chosen the months of March or June to hold its first major product introductions of the year, as detailed in the list below, which outlines the first major product introductions of each year since 2010.

  • January 27, 2010: The introduction of the iPad
  • March 2, 2011: Announcement of the second generation iPad
  • March 7, 2012: Introducing the third-generation iPad and a new Apple TV
  • June 10, 2013: iOS 7, OS X Mavericks, Mac Pro and more announced at WWDC
  • June 2, 2014: iOS 8, OS X Yosemite Presentation at WWDC
  • March 9, 2015: Apple Watch release date revealed, iOS 8.2 and new health studies
  • March 21, 2016: New iPad Pro, first-generation iPhone SE, and updated Apple Watch
  • June 5, 2017: iOS 11, watchOS 4, macOS High Sierra, and a new iPad Pro
  • March 27, 2018 – Media event to announce the 2018 iPad for Education
  • March 25, 2019: Keynote for Apple News+, Apple Card, Apple Arcade, and Apple TV+
  • June 22, 2020 – Apple’s first digital event, announcing iOS 14, iPadOS 14, watchOS 7, macOS Big Sur, and Apple Silicon Transition
  • April 20, 2021: New iPad Pro, Redesigned iMac, New Apple TV, AirTag, and New Purple iPhones
  • March 8, 2022: Updated iPhone SE, Mac Studio, Studio Display, and M1 Ultra chip

Information embedded on Apple’s website has provided indications that the company wanted to announce the new products it revealed this week in the fall of 2022. There were rumors that Apple would introduce the MacBook Pro and Mac mini with the M2, M2 Pro and M2Max. chips sometime between September and November in a second fall event. Apple held a hybrid digital and in-person event on September 7, 2022 to announce new iPhones, Apple Watch, and AirPods.

Apple shared a mini presentation video this week that accompanied the new Macs, presenting their capabilities and features. The 18-minute video shared an uncanny resemblance to Apple’s previous digital events, leading many to believe that a second event for the fall had been scheduled, recorded, and cancelled, with the announcements made in January.

The first event of 2023 could be the reveal of Apple’s “Reality Pro” headset, according to a timetable set by BloombergIt’s Mark Gurman. Gurman reports that Apple plans to introduce the headphones before WWDC in June and then ship them in the fall. Apple held an event last year in March, but no rumors have suggested a specific time frame for an event this year.

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