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.

Put on your Easter bonnet... because Bullet Sunday starts... now...

   
• Egg! Happy Easter!

   
• Trek! Happy First Contact Day!

   
• Seder! And... hope you had a happy Passover yesterday!

   
• Watch! Still not sold on Apple Watch, but have to admit the thought that went into creating it is pretty amazing.

Too thick. Too expensive. For me.

For now.

   
• Like! Yep.

Expectations inside the social media bubble.

   
• Burberry! When "To Serve and Protect" involves showing up to somebody's house by mistake and shooting their dog, something is very, very wrong...

Errr... more wrong.

   
• Pat! Jesus.

The fact that people continue to take this dipshit seriously... let alone send him their money... boggles my mind.

   
And... time for an egg salad sandwich!

Few things can sum up Apple better than going to their website so you can watch the March 2015 Special Event Keynote and having to click on a link which says "Experience the keynote." You may watch a keynote with "lesser" companies... but with Apple, you experience a keynote.

The reason this sums up Apple so perfectly is that, in the end, it IS just a keynote... but Apple brands it as some kind of life-changing "experience" so they can inflate the hype around it. Which is exactly the direction they seem to be going with their products, so at least they're consistent.

So, yeah... on with this keynote thingy...

   
RETAIL

The show opened with a look at the absolutely stunning flagship Apple Store in West Lake, China...

I mean, holy crap... like so many Apple Stores I've visited, you don't need any hype... this jaw-dropping, magnificent, astounding architectural achievement IS something to be experienced. I hate shopping, but I'll go out of my way to visit an Apple Store... especially one that looks like this. ZOMG! THAT SECOND FLOOR IS DEFYING GRAVITY!

I had to laugh when Tim Cook said "This is the way we like to see our stores" while a photo of it completely packed with people pops up behind him. Apple stores are always packed. At least when you compare them to the shop that Microsoft has undoubtedly plopped down across the aisle at the mall, which is undoubtedly mostly empty.

No doubt, Apple's retail presence is impressive. And so very, very smart. People wander in to see what all the buzz is about... have a killer retail experience... get sucked into the Apple Reality Distortion Field... and end up leaving with an armload of Apple products. I still marvel at all the doomsayers that predicted Apple would fall flat on their face. "If Dell can't do it with their numbers, what chance does Apple have?"

A pretty good one, as it turns out. Apple used retail to build their brand and their customer base (120 million visitors last quarter!). And where is Dell? I rarely hear anything about them any more.

   
APPLE TV

AppleTV is a product I actually like quite well. That being said, it is feeling a bit antiquated compared to the competition. I'm sure Apple is working on that but, in the meanwhile, Apple is lowering the price of the product to $69. Which may sound like a bargain... but you just know it's a precursor to releasing a better/faster/stronger product come the holidays.

The HBO Now announcement was long overdue. Having access to all of their award-winning content whenever you want it pretty special... I just don't know that it's $14.99 special compared to what you get from Netflix. I'll probably subscribe off and on as shows I want to watch arrive... but I can't see paying for it every month.

   
iPHONE

Never one to pass up an opportunity to plug the money-shot, Tim ran through some impressive numbers, confirming the massive success of iPhone 6 that everybody already suspected. Other than the larger size, which I still struggle with, I'm pretty happy with mine. Apple Pay is frickin' amazing, when you can use it. The camera is mind-boggling for a phone, and I prefer it over the "superior" cameras in their competitor's offering because they just look so much better... but there's still a lot of room for improvement.

   
CARPLAY/HOMEKIT/HEALTHKIT

All of this is pretty much "meh" until real-world applications I give a crap about start appearing. I love the idea of HomeKit... it's the next step in home automation... but where is it? Where are all the home-kit compatible doohickeys that fulfill the promise of the technology? On it's way, I'm sure. But until I can actually buy it, it means nothing to me.

   
RESEARCHKIT

Using a device you carry with you every day to contribute to medical research seems like a no-brainer. And heeeeeeeere's Apple with HealthKit. If this truly helps with research, then more power to them. Otherwise, more meh. EXCEPT... if anybody needed proof that Apple is working overtime to find new ways to get integrated into your life, TA DAAAAA! Add this to the rumor of Apple developing a car, and you can see how there's nowhere they won't go to inject themselves into every aspect of everything you do.

   
THE NEW MACBOOK

It's remarkably small and light. It's stunningly beautiful. It's everything you could want in a travel laptop...

And here's Jony Ive gushing over its every feature as only Jony Ive can...

Now... before I get to the part where I say "ZOMFG! I WANT ONE SO BAD!"... a rant...

FUCK ME SIDEWAYS... YET ANOTHER CONNECTOR I HAVE TO INVEST IN?!?

First it was Firewire, which Apple abandoned after pushing the entire industry to adopt it.

Then it was Thunderbolt, which Apple was all excited about for about two minutes... before, apparently, abandoning it for USB-C... which is the only port on the new MacBook, combining power, display, and peripheral connectors in one tiny connector.

Which means I now have to buy an adapter for my Thunderbolt periphreals, even though I just got them? Dick move, Apple. Dick move.

But, yeah... I want one pretty bad. It takes everything I love about my 11-inch MacBook Air and ups the game exponentially.

   
APPLE WATCH

A nice idea, really. And Apple did it better than anyone who's tried before But, in the end, TOO THICK! TOO THICK! TOO THICK!

Seriously, it's too damn thick. If it were half as thick, I'd be placing my preorder right now. But having a giant dongle stacked on my arm? I just don't know. Some of the features are there... it's Dick Tracy come to life... but until I try one on, I'm just not convinced. Especially when the price of admission starts at $350.00

And yet... if somebody wants to buy me an Apple Watch Edition in gold, by all means, please drop the $10,000 to $17,000... and do so. I'd absolutely wear it from time to time!

When it comes to the Apple Watch features, I'm impressed/not impressed. Some of the interactivity with the iPhone looks truly helpful and worthwhile... the Apple Pay component is fantastic... but all the tactic crap? The "I'm sending you my heartbeat" and such? Who gives a shit? Being able to send a crappy, crude drawing? Might be fun the first two times you do it... but after that? Why?

Tim Cook made a good presentation for how Apple Watch will integrate into your life in meaningful ways... but is it enough? I'll let you know when I've tried one. Until then I remain skeptical yet optimistic to the possibilities.

And leaning towards the "Sport" edition in Space Gray with a Black Sport Band.

Or waiting for Apple Watch 2.0 which is a damn-sight thinner.

Heh.

Another Apple event?

Apparently this is for all the crap they didn't want mucking up their big iPhone 6 slash Apple Watch event last month.

So what's on-deck this time around? Let's take a look, shall we? Needless to say, there will be spoilers for those who haven't seen the broadcast.

   
• iPhone 6 Launch! Before Tim Cook takes the stage, we get to look at the hysteria surrounding the launch of the iPhone 6 from around the world. Holy crap. As big of an Apple Whore as I like to think I am, even I felt this was way, way over the top and embarrassing. It's not a cure for cancer, people... it's a frickin' PHONE. Albeit a pretty phone. That's too big. I want the same size iPhone I used to have. Not surprisingly, it's the biggest iPhone launch ever, because aren't they all?

1. ZOMFG, WHITNEY, IT'S A PHONE! ZOMFG, BRITTANY, THIS IS THE BEST DAY OF MY LIFE!
2. There may be genocide in Syria... BUT iPHONE, MUTHAFUCKER!!!
3. SECOND MARKET VICTORY IS MINE! SEE YOU ON eBAY, BITCHES!
4. YOU, SIR, ARE A FUCKING iGENIUS! I'd like to book some one-on-one training!

As if that weren't enough hype, Apple dusts off Walt Mossberg for one of his idiotic quotes designed to make people think that Walt Mossberg is still relevant to tech journalism when all it does is reaffirm that Walt Mossberg will continue to say anything he has to in order to keep Walt Mossberg firmly implanted up the collective asses of giant tech companies so as to give the illusion that Walt Mossberg is relevant to tech journalism.

WALT MOSSBERG!!!

   
• Apple Pay! Heaven help me, I'm actually excited about being able to pay for things with my iPhone and not have to lug around a crap-ton of antiquated credit cards, debit cards, reward cards, and the like...

Even more exciting is the online component to Apple Pay, which will hopefully bury those PayPal fuckers (THAT STOLE MY MONEY!) once and for all. The privacy component sounds great (no need to turn over your card number or any personal information)... at least until naked pictures of me end up on the internet. Guess we'll find out Monday.

   
• Apple Watch! For the first time in a long time, Apple has announced a product that I'm not immediately wanting to buy. Sure, Apple Watch looks great, and it seems a handy thing to have (assuming you own an iPhone)... but until I see one in person, the idea of having a giant klutzy bangle strapped to my write holds little appeal...

Naturally, it's better-looking than anything else on the market... but I was hoping Apple would figure out a way to make a thinner profile... put the battery in the band or something... to make it not be such a boat anchor. Oh well. Maybe Apple Watch 2.0.

   
• iOS 8.1! In addition to iPay, Monday's update will also include a beta for iCloud Photo Library. WHEEE! THAT TOTALLY MAKES UP FOR KILLING OFF APERTURE!

NOT!

But if they finally... FUCKING FINALLY... allow you to AirDrop files between OS X and iOS devices... I'll be happy.

   
• MacOS X Yosemite! I've been using the beta. I'm not too impressed. Yes, there are some nifty features (I am really loving being able to use my Mac as a speaker phone... and being able to send an SMS from your Mac through your iPhone is fantastic)... but it's just so damn ugly. Hideous day-glow colors I thought had been abolished in the 80's permeate absolutely everything. Tacky, distracting, and just inexplicably bad GUI. Perhaps I'll get used to it. But I doubt it.

   
• Continuity! The ability to seamlessly transition from your iPhone to your iPad to your Mac is a pretty killer feature. The problem being that it doesn't always work the way you'd expect it to. Much like the early days of iSync, it would seem that Continuity has a ways to go before it actually becomes the user nirvana it claims to be. Bonus points to Apple for getting Stephen Colbert onboard for his Supreme Commander of Security bit though.

   
• iPad Air 2! Not a lot of new features and improvements here. Certainly not enough to get your average iPad Air user to buy the latest model. And yet... LOOK HOW THIN IT IS! IT'S THINNER THAN A PENCIL! TWO iPAD AIR 2's ARE THINNER THAN THE ORIGINAL iPAD! THEY'RE SO THINNNNNNN!

The bonded, glare-resistant display sounds nice. Wish they'd update all their other shit to have less glare on them. A speedier processor is great if you're playing a lot of games and such. Using an iPad as a camera is weird to me, but a lot of people do it, so I suppose they'll appreciate the camera upgrade. Adding Touch ID is a no brainer, as iPad Air 2 can be used for Apple Pay.

The ridiculous thing here is that, like with the iPhone 6 before it, Apple doesn't start the base model with 32GB. $499 for 16GB? Absurd. And then it jumps all the way to 64GB... WTF?

   
• iMac Retina 5K! Okay... this... THIS... is frickin' incredible. Phil Schiller's presentation pretty much said it all... for the entry price of $2,500 you get a mind-bogglingly beautiful 5K display that's cheaper than most 4K displays... and a computer thrown in for free...

Forget the Mac Pro... THIS is a photographer and graphic designer's wet dream...

Once I got used to the Retina Display on my MacBook Pro, it's almost painful to use a machine that doesn't have a Retina Display. Assuming I can ever afford to buy this, I won't have to.

WANT!

WANT SO BAD!

   
• Mac mini! Kind of a wacky product to still have around. I mean, sure, when you were trying to get Windows users to switch, it made sense to have a cheap Mac that could use your existing monitor, keyboard, and mouse... but now? Well... I suppose there's still an audience out there given that Mac mini is half the price of an iMac... but it's really not the best way to experience a Mac, and I'm surprised Apple is still dredging the bottom of a dying computer market.

Then again... market share is market share, and Apple is about the only computer manufacturer out there still able to be in it at a profit, so what do I know?

UPDATE! The internet is having a field day over the fact that the new Mac mini no longer allows user-upgradable RAM. A valid concern, to be sure... and I really hate what this says about the disposability of computer equipment that can't be upgraded... but, again, this is the bottom-feeder Mac of a dying PC market. Can't really blame Apple for cutting every possible corner they can to keep prices at a point that the audience for this item expects?

   
Annnnd... that's a wrap...

Kind of a lackluster event, so far as Apple is concerned, but it does solidify the ideal that Apple has their shit together when it comes to creating a complete line of products that will integrate into every aspect of your life. They're not just a computer company... or even a tech company, really... Apple is a lifestyle company.

Now if they'd just come out with their own television and DVR service for my lifestyle, I'd be really happy.