Apple’s press event on Sept. 7 was what many had expected it to be: a place for the company to talk about its new iPhone. But it was also notable for what it didn’t announce.
Prior to Apple’s Sept. 7 press event at the Bill Graham Civic Auditorium in San Francisco, rumors were flying fast and furious about what the company might announce. There was rampant speculation that the event would center on the iPhone 7 (which it did) and that Apple Watch could get an update (which also happened). However, there were also some reports that Apple’s iPad could get an upgrade and the company could deliver new Macs. Both the iPad and Macs were conspicuous omissions from Apple’s early September show.
But they weren’t alone. Indeed, the company’s iPhone event was just as notable in what Apple
didn’t announce as it was in what it did. So, Fortune has compiled the following list of items some had hoped or expected to hear that never materialized.
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True to form, Apple still left people wanting and waiting for more.
- Say “So Long” to the Headphone Jack: As several rumors and leaks had suggested prior to the event, the iPhone 7 and iPhone 7 Plus will not come with a headphone jack. Apple tried to justify its decision to eliminate the port that people have relied upon for years to listen to audio by saying that it’s showing “courage” and believes going wireless is the future of technology. Needless to say, it’s a controversial decision.
- Still No Apple Watch LTE: The feature many Apple Watch buyers had hoped would be announced wasn’t: support for LTE connectivity. With LTE built into an Apple Watch, it would be possible to use the device without having an iPhone nearby, effectively turning the wearable into its own phone that can connect to cellular networks. While it was nice to see Apple bundle GPS in the Apple Watch Series 2, the company is not yet ready to turn over an LTE chip.
- You Won’t Find Wireless Charging: Apple talked at length about its view that wireless connectivity is bleeding-edge technology. And yet, as the company pitched the idea of wireless earbuds, it didn’t show any signs of supporting wireless charging for its iPhone or Apple Watch. Although several competitors, including its chief rival Samsung, offer wireless charging in their top devices, Apple is stubbornly sticking to the increasingly old-fashioned tethered charging.
- There Wasn’t a New Mac in Sight: Apple didn’t announce new Macs at its press event, buttressing some analysts’ belief that Apple could hold another event next month focused on new Macs. Apple’s Mac line, which includes both desktops and notebooks, has needed an overhaul for quite some time. There have been reports that Apple is working on a new MacBook Pro that would feature a touchbar above its keyboard as well as possible Touch ID support for additional security and Apple Pay. It wasn’t unveiled on Wednesday, which has some wondering when (or if) it’ll make an appearance.
- There Was No Talk of TV and Apple TV: The Apple TV was able to shed its status as a “hobby” last year, but it was a no-show at this year’s event. Despite rumors that Apple is working on a television-streaming service and the company would offer more storage in a new Apple TV it would launch this year, such announcements never materialized. It’s unclear whether an Apple TV update will be saved for later this year or next year.
- The Wildly Expensive Gold Apple Watch Edition is Gone: Last year, Apple made waves by announcing a gold Apple Watch it called the Apple Watch Edition that cost up to $17,000. After its event on Wednesday, however, Apple revealed on its website that the Apple Watch Edition has been replaced by the ceramic version it announced during the show. The ceramic Apple Watch Edition starts at $1,249—a far cry from its gold predecessor’s price tag.
- That Must-Have, Revolutionary Product: The days of Apple using its press events to unveil a new, must-have, revolutionary product may be behind us. The pace of innovation is simply too slow for Apple to deliver major upgrades to its iPhone, which is likely why 2017 will be the year when we’ll get a big update. Apple is rumored to have interest in other industries, including electric cars, healthcare, and virtual reality, but it hasn’t confirmed that’s the case.
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At the event, Apple stayed in its comfort zone with products that generate boatloads of cash and help it line its pockets. That’s not a bad financial move, but the excitement of Apple events is giving way. And in its place, we’re getting announcements we all knew were coming months ago.