What was unusual for me was that I watched it from beginning to end. And now I am glad that I did.
Little did I know that history might prove that yesterday’s announcement would be as important to Apple as was their breakthrough 1984 Macintosh TV spot. For yesterday Apple introduced a brand new strategy incentivizing people to buy the latest high performance technology hardware by giving the software away for free. iLife and iWork for starters, which is fundamentally all you need: word processing, spreadsheets, presentation software, photo software, movie creation and editing software – heck, even music creation and production software.
It began with now CEO Tim Cook announcing that, starting yesterday, Apple is giving away it's newest operating system for all Mac computers: OS X Mavericks. Whether it’s a Mac Pro Desktop, iMac, Mac Mini, MacBook Pro or MacBook Air, users can update their software for FREE, for operating systems all the way back to 2009 (Snow Leopard) – truly a stroke of brand and marketing genius -- and blowing up Microsoft's Windows 8 strategy.
And that's the Trojan horse: this could be the death nail for Microsoft and its software revenue stream. Slow to advance in Mac-compatible software upgrades, Apple is basically blowing them out of the water by giving “expensive software upgrades” away for free.
Oh, yeah. They also introduced a whole new gaggle of hardware yesterday, including the iPad Air, riding the successful coattails of the MacBook Air marketing strategy.
And that's the truth.