And so it's time once again to tune into the Apple World Wide Developer Conference keynote to find out what everybody's favorite fruit-based tech company has up their sleeves for second quarter 2017.

I have to admit, I no longer get ramped up for these Apple things like I used to. In the past, I would take a frickin' vacation day when the WWDC keynote was unspooling just so I could unpack all the Apple goodness that had been unleashed. I'd pour over every minute and blog epic breakdowns of everything that was announced.

Now?

Well, I'm still excited over Apple's stuff... they're an exciting company. But the way they keep screwing up has me less enthused than I once was. I bought into their HomeKit home automation tech, only to find out that it is a total load of crap. They keep making "pro" equipment that isn't for "pros." The reliability of their products is in the toilet, and the way they address their lack in quality is bullshit. Meanwhile Microsoft is killing it with their Surface line, easily picking up the pro design market that Apple is abandoning.

But I digress.

Rather than have to watch hours of keynote like I did, here's a 19 minute recap that tells you everything you need to know (assuming you haven't seen it already)...

And here are my reactions...

• Amazon on Apple TV. It's about frickin' time. I mean, I know this was probably more an Amazon issue than an Apple issue, but the wait has just been silly. A pity that the Apple content delivery is so shitty. I still can't get reliable streaming of my Apple video purchases despite every other streaming service in existence working perfectly fine... even on my AppleTV.
• watchOS 4 Some nifty features. It's interesting how Apple has cracked the nut here that so many companies have failed with. Problem is that the watches are still too thick and clunky to be comfortable on me.
• MacOS High Sierra. As the self-proclaimed "Heart and Soul of Apple," the company sure doesn't seem to be putting the Mac on the same level as their phone/watch/tablet products. This update to the MacOS offers some interesting features... in particular the new file system that's been a long time coming... but most of it is fluff. Where is the groundbreaking innovation that's going to keep the Mac platform moving forward? Certainly not at this keynote.
• VRkit. Mass adoption of Virtual Reality isn't going to happen until it's much cheaper... and a hell of a lot less cumbersome and uncomfortable. When Apple releases VR that's accessed with a pair of glasses instead of some janky headset, maybe I will get excited. But now? Interesting and entertaining for early adopters, but it's got a long, long way to go before it's an essential technology.
• iMac Pro. Why the fuck can't Apple get it through their heads that all this "pro" equipment they are releasing is not what pros are wanting? Your "pro" Mac option is now a fucking iMac? An iMac? A $5000 computer you can't expand or self-service? Oh... but it comes in fucking "Space Gray," so that makes up for everything! Give me a fucking break. Yes, it's an awesome computer... a powerfully awesome computer that looks great... but it is NOT WHAT PROS ARE LOOKING FOR!
• iOS 11. Messages syncing is great, Personal Apple Pay is wonderful. Upgraded Siri is awesome... especially the translation feature! Siri learning and persistence is cool. Photo upgrades are welcome. New Control Center is overdue. Do Not Disturb while driving is critical to help keep dumbasses from being dangerous on the road. ARkit augmented reality is sweet, but kind of gimmicky.
• iPad Pro. Wishing this was my iPad. The upgraded display is phenomenal, and looks like it will make using Apple Pencil even more remarkable. But the best part is the new size. The move from 9.7" to 10.5" feels like the perfect move... just a little bit more room to be more productive, but not to the cumbersome degree of the 12.9" model. I don't know that these new iPads are the ideal answer to Microsoft's Surface, but it's definitely a step in the right direction. But at a price.
• iOS for iPad. If Apple keeps bringing desktop features to iPad, pretty soon they won't need to sell desktops. Which is probably the ultimate goal here. File management is finally here and, while not as feature-rich as I had hoped, it's still very much a step in the right direction.
• HomePod. I'll buy one. Absolutely. This is the perfect device for playing music in my bedroom... perhaps even in my living room. But when it comes to home automation, it's too little too late. WAY too little because it relies on Apple's shitty HomeKit technology that I've abandoned. WAY too late because Amazon's Alexa does so much more in every arena, and already controls my home automation perfectly. To me, this is competition to SONOS, not Alexa. Maybe one day that will change, but Apple is going to have to integrate with other systems like Amazon has done in order to make any headway.

All in all... some nice upgrades in the OS and software departments, but more of the same bullshit for pro design users. A market Apple used to own, but is throwing away with gleeful abandon. Leaving me to wonder if my next computer will be running Windows. My license for Adobe's Creative Cloud Suite works for Mac or Windows, and they function the same on both systems. Food for thought.