The Aspirations of Apple

Apple’s presentation at the Steve Jobs theater Monday was not just a pivot to new income streams in the form of featured services. While attendees and streaming viewers waited to hear the specifics of all the rumored services to come, Apple took the time to explain much about their philosophy and vision of a future in which Apple would usher in ways their new offerings would better society, not just make money.

Through the introduction of Apple News+, Apple TV+, Apple Arcade and the Apple Card, the company that brought us the Mac and the iPhone explained how their latest products could make the world a better place. Oprah Winfrey, who elevated the purpose of television years ago with changes to her own show, concluded the presentation with some of her specific projects with Apple.  Apple has hired some of the best in the business, and clearly shows preference for quality over quantity.

Watch the keynote: