Apple’s ‘It’s been way too long’ invitation invites negative thoughts

“Apple’s pretty much annual October new product media event usually is preceded by a cute invitation sent to journalists. The invitation typically includes a phrase or graphic element that provides a vague clue to the secret agenda of the event,” Chris Maxcer writes for TechNewsWorld. “Presumably, this is to drum up excitement and speculation, in addition to creating an ah-ha moment when the audience understands the connection between the invitation and the actual announcement. This year, Apple’s hint is this: “It’s been way too long.” That is the worst teaser I’ve ever heard.”

“Consider the phrase: It’s been way too long since… what? Since we’ve seen you last? Since we partied like there was no tomorrow? Nah. In Apple Land, the connotation immediately turns to products and product announcements,” Maxcer writes. “Which then naturally turns to this: Which product hasn’t been updated in “way too long?” Which product has been neglected? Which product is in desperate need of a makeover?”

It’s been way too long gives the speculation a negative spin, as if Apple has been neglecting a product rather than working feverishly on it and giving it the attention it deserves. Which other products have stagnated?,” Maxcer writes. “See how easy it is to consider Apple’s invite phrase in a negative light? I just used the word “stagnated,” which isn’t a word you want associated with your products — like say, the Mac mini, which has been largely ignored for two years. Or the iMac, which has gotten some touchups here and there, but no Retina displays.”

Apple's invitation to the media for their October 16, 2014 special event
Apple’s invitation to the media for their October 16, 2014 special event

Read more in the full article here.

MacDailyNews Take: There will be those who say “It’s been way too long” would have immediately died in Steve Jobs’ Trash.

Related article:
It’s official, Apple confirms October 16th special event: ‘It’s been way too long’ – October 8, 2014


    1. I could use a lot of negative terms to describe the worth of this article from Chris Maxcer/TechNewsWorld.

      The negative spin that he conjures up comes from negative people who would have found something negative to say, regardless. Give that type of person a glass of lemonade and he/she will complain because it isn’t lemons.

      The fact is, Apple does not have to worry about this kind of negative drivel. It washes over and sluices off like water off of a duck’s back.

      People wildly overanalyze anything and everything that Apple does. Apple is the Hollywood celebrity of consumer electronics. Anything that the company does, no matter how inconsequential, is sifted and mined for deep meaning and prophecy. In the end, you see what you want to see.

      1. Sounds like this plagiarist read my comments yesterday on the matter except he left one very big aspect out which is that this therefore is highly unlikely in fact to be in regard to dimple upgrades which was the point I was making but this dumbo is too mentally challenged to comprehend. It almost certainly applies to the type of upgrade or lateral move that has been held up by factors that were not within Apples control or was at least waiting for technology to catch up with the concept in which case when presented will make it an excellent teaser. Clear a possible example of this would be Apple TV which could atain substantial new functionality that takes it to a whole new level finally into the vision SJ originally had for it but held up by programmers and rights holders. Equally an App Store for it would be a similar enhancement especially if helps it take on an expanded role as the home server to control Home electronics etc. it all plays on the in joke of the Apple TV being a hobby but I suppose it’s to much to expect a dumb tech hack to think laterally rather than literally etc.

    2. Bullcrap!

      The connotation is indeed, NEGATIVE.

      As the author stated and MDN picked up on too much negative speculation is not good.

      Get a grip, fanboys.

      That said, we will endure the most negative Apple media invite in history and improved products, or “one more thing products” will certainly delight planet Earth.

  1. Somebody woke up on the wrong side of his bed this morning.

    I notice the Apple logo in the rainbow colors of the old Apple logo. Could that signal a return to console gaming, a la Pippin, which was released (and failed) back when Apple used the rainbow logo? Maybe as part of a new TV and a Game Store? Seeing as iOS has the new Metal APIs and iOS 7 introduced the game controller APIs, maybe Apple’s ready to take on Sony, Nintendo and Microsoft?

    1. Gaming is a great guess, and more and more likely now that I think about it.

      But my first thought was it is just a tongue-in-cheek reference to the fact we just had a major event just 1 month ago.

    2. You may be on to something with the comment about the old logo colors.

      Not so much about the gaming console, but maybe a return to the six-color logo or a variant thereof? Perhaps an outline logo, like in the teaser, but made of different colors.

      I still keep a batch of six-color Kool-Aid in the refrigerator…

      1. I thought maybe it’s referring to Apple TV. Maybe they’ll finally launch it properly with a subscription service.

        Or maybe it’s referring to putting out colorful devices again. This silver, white, space gray thing is just as bad as beige PC boxes.

        Or maybe someone who has been away is returning. Woz? Doubful. I can’t imagine there’s a role for him there.

    3. Maybe it refers to the length of the iPad line and Apple is getting rid of the home button and the extra space at the top, resulting in an iPad that is almost nothing but the screen?

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