Apple’s ‘big week’ promises a great deal of not very much

Macworld

According to a tweet from Tim Cook posted on Thursday, this is going to be a “big week” of Apple announcements. And in the sense that it’ll bring the first round of new Apple products this year, it’ll certainly be newsworthy. But I suspect that it won’t be particularly big.

For one, it’s unlikely to last a full week. The last time the company made this sort of prediction was in late October 2024, when Greg Joswiak tweeted us to “Mac” our calendars for an “exciting...