The Only Things You Need to Know From Apple's 'Groundbreaking' Keynote

"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links."

The title of Apple's September 2023 keynote event was Wonderlust. I'm not sure why there's a spelling mistake, but the general theme was pretty obvious: Apple is making stuff that lasts longer and goes further. Wow! "Groundbreaking" was the most-used word in the presentation—and it sounded annoying coming from everyone except Apple CEO Tim Cook, whose slight southern drawl does wonders for his likability, I must say.

How many of these products gave me wonderlust? How many were actually groundbreaking? More than I expected, honestly.

I'm cynical about these types of keynotes. Unless it's something especially forward-thinking—like Apple's Vision Pro goggles—a 10-minute video is all we need, especially coming from Apple. We're all going to buy iPhones. Most of us are going to buy MacBooks. The new specs don't really matter that much to most consumers. So in that spirit of what consumers should actually care about, I ranked everything we saw at Apple's Wonderlust event—from the interesting, to the underwhelming, to the actually groundbreaking reveals.

The Interesting

A huge chunk of the Apple Watch discussion was devoted to sustainability, which is commendable, but on the whole, pretty boring. What's actually interesting are the upgrades to the regular Apple Watch and Apple Watch Ultra.

Apple Watch Ultra 2

The Apple Watch Ultra—Apple's entry into the outdoor smartwatch world—was a great concept, but ultimately fell way short of its competitors. Garmin watches are still the standard bearers, but the Apple Watch Ultra 2 is a great city/fitness option for iPhone users.

For divers, it's kitted out with water resistance to 40 meters. For alpine types, it sports better measurements for climbs and descents. And for cyclists, it allows for connection to third-party bluetooth measurement devices. Plus, an extended 36-hour battery life makes it more useful on weekend expeditions.

Apple Watch Series 9

Like I said, a lot of the watch discussion focused on how Apple Watches are already offering totally carbon-neutral options. Recycled materials, green-energy manufacturing, and revamped packaging/transportation is what got us here. It's a big feat, even if claiming carbon neutrality is a bit of a non-claim in 2023.

What actually excited me about the new Watch is a nifty Double Tap feature. When wearing a watch, a quick tap-tap of your thumb and index finger acts like a primary button. It allows you to answer or end calls, stop timers, and pause/play music with one hand. It's a small feature that requires a lot of science to enact, and it's cool that Apple pulled it off.

The Underwhelming

Sorry. It gives me no pleasure to be negative.

Apple Watch Hermès

When you say Hermès and Apple Watch, I'm envisioning a leather band. But as part of that big 2030 sustainability initiative, Apple is cutting out leather from any of its products. It's harsh, given there are sustainable ways to acquire leather, but it is what it is. That means your Hermès watchband is now either woven fabric or rubber. The materials are upgraded, of course, but for many Hermès fans, the effect just isn't the same.

iPhone 15

It's just hard to get excited for the regular iPhone anymore. All the innovation goes to the Pro models, so the regular models just become a cheaper version of last year's Pros. The 15 has the same A16 chip as the 14 Pro—and it has the same camera system from the 14 Pro. See what I mean?

The Groundbreaking

OK, now let me gush over what really impressed me. Not as an Android nerd conceding to Apple—and definitely not as an Apple nerd worshiping at the altar of design. This is what normal people will actually enjoy.

iPhone 15 Pro

In America, the only way brands like Samsung and Google can get a foothold in the market is with camera systems. Cameras sell phones, and the Android brands shell out big on camera systems. But the Pro and Pro Max might actually be in contention for the year's best camera systems, thanks to the 7-in-1 camera setup. A lot of new tech has revamped the Pro's camera system, with the biggest innovation being the 5x zoom with 120mm focal length, which is technically what you get from high-end sports photography cameras. (Don't expect that level of photo, but expect something better than any phone camera that has come before it.)

For the Real Nerds, I have to mention the A17 Pro chipset. Apple will endlessly go on about this thing, but the best description of how powerful this thing is came in passing. Assassin's Creed: Mirage will be available natively on the iPhone 15 Pro and Pro Max. This is an AAA video game that will be playable on a mobile device (in 2024) with what seems like pretty limited downgrading. It's a real testament to the power of these phones.

USB-C Charging iPhones

After an 11-year run, Lightning charging is getting the sunset treatment. Apple—probably pushed by the European Union's vote to mandate USB-C charging—is moving all iPhones and AirPods to USB-C charging. What does that mean? You now only have to buy one type charging cable. Thank you, Tim!

You Might Also Like

• Kid Cudi Is All Right

• 16 Best Shoe Organizers For Storing and Displaying Your Kicks