Tim Cook, CEO of Apple Inc, stands with the all-new iMac line-up in this still image from the keynote video of a special event at Apple Park in Cupertino, California on Tuesday. Apple Inc via REUTERS
Apple Inc announced on Tuesday a range of new computers and devices for finding lost items, signalling the continued expansion of its once-simple product line into more and more corners of customers’ lives.
The new $30 AirTags, tiny devices that can be attached to items such as keys and wallets to locate them when they are lost, were applauded by analysts as a likely hot-seller that would also keep the company’s more than one billion customers locked into its products.
A new iPad Pro tablet, featuring the same Apple-designed processor that powers the company’s more recent Mac computers, has keyboard and trackpad options that help make it a full-blown alternative to traditional laptops and desktops.
And a refresh of the Mac desktop line boasts seven colour options, harkening back to the famous candy-coloured Macs that helped Steve Jobs revive the company in the 1990s.
The announcements show how the iPhone maker is accelerating the expansion of its product portfolio and working to keep customers committed to its family of devices even as government scrutiny of the power and reach of major technology firms intensifies.
Most of the product introductions had been telegraphed before the presentation, which had no major surprises.
The new iMacs, which start at $1,299, feature a higher quality front-facing camera and microphone, responding to complaints from consumers during the pandemic that the computer’s cameras had not kept pace with iPhones and iPads