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It’s August. The hot, sticky summer air is slowly starting to cool, and the leaves are starting to change color as the days get shorter. The bell rings, and students flood the halls of schools everywhere. These are the familiar sights, sounds and feelings we experience every year around this time.
Like clockwork, back-to-school season is in full swing, and for Apple, many new products — both hardware and software — are being released. The September event is eagerly awaited across the tech world and is expected to showcase this year’s iPhone 14. (Opens in a new tab) As a cornerstone of keynote presentation.
Think the September event is the only way Apple can capitalize on the school year? Think again.
August creates anticipation for Apple’s September event
It starts in summer. July and August are somewhat unpredictable for the big September event. Company news is typically quieter about how the hustle and bustle of everyday life slows down when students are on summer break. But this is all by design.
Apple launches back-to-school deals in the summer to entice people to buy its products. Suddenly, parents and students are given the requirements for their education next year. Need a new computer? Why not pick the best MacBook for students. (Opens in a new tab) While there?
It’s not Apple-specific by any means, but summer is about to begin.
September and October events
September and October are busy months for many households. School starts, which prompts the start of after-school activities, which prompts the start of extracurricular activities. It can be tiring, but for many people – especially students – it’s fun.
That’s why Apple is pushing for the release of the new technology in the fall. Jump at the chance to take advantage of the back-to-school fun before the long, cold (here in Canada anyway) winter lulls people into hibernation.
Just like how to start your kid’s basketball team, Apple turns the key to ignition for its annual plan.
Winter and holiday season
After the fall excitement is over, Apple takes a more laid-back approach to winter. There aren’t usually many product releases (but we’ve already had some great ones in November), but when the winter holidays roll around, Apple will have some great deals.
Maybe a student in your life needs an iPad (Opens in a new tab) to complete their studies. Maybe that new Apple Watch (Opens in a new tab) You couldn’t buy it in September, suddenly it seems attractive as a Christmas gift. Still, Apple intelligently builds each season to hit the time windows where people shop the most.
The spring event plants the seed
The rest of winter is usually boring, but as the sun warms up and spring makes its way to California, Apple hosts a spring event.
Typically in March (although we saw it in April), this event often plants seeds for the fall harvest. Sometimes it announces something new and exciting — like Airtags — but more often than not, it features less flashy products. A small upgrade to an Apple TV and a faster processor upgrade to a baseline iPad are all foods to help you look forward to the end of the school year. Or, in Apple’s case, WWDC.
WWDC these seeds will bloom
While WWDC is primarily about software and developers, Apple knows exactly what it’s doing by keeping all of these announcements in June.
The school year is almost over, and people are excited about summer, but most of all, they are excited about the possibilities that the next school year will bring. Whether it’s graduating, changing schools, or moving on to their careers, people hope for the best.
I can’t think of a better time to announce new features coming to iPhone, iPad, Mac, Apple Watch and all other platforms. When are they available? That’s right, failure. What happened before the fall? As you start your back-to-school shopping, summer is where you’ll find the latest deals from last cycle. Therefore, Apple’s tech cycle districts to drive forward and drive.
Familiarity brings comfort
Apple’s learning-oriented cycle seems comforting. Even if you don’t upgrade your device every year—which most people don’t—you know exactly what you’re getting into throughout the year. Then you can wait for something new to come out or jump into a back-to-school or holiday deal to buy something new.
Apple uses the school year every step of the way to make sure it’s constantly engaging people in the buying process. Whether it’s looking forward to the new products or buying the new devices, Apple’s technology cycle follows and works the same format.
– Luke Filipovich
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