Apple Magic Wears Thin at Underwhelming Launch

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“It’s been way too long,” read the press invites for Apple’s iPad Air 2 launch event Thursday. Presumably this was an attempt at a pun on the fact that the new tablet is … thinner?

Nope, that pun doesn’t quite work, and neither did the event — which was easily the most underwhelming example of Apple stagecraft since Gil Amelio was CEO in 1997

Far from giving the impression that it had been too long since it had seen us, this famously guarded, introverted company seemed almost fatigued, like it was welcoming guests back in a dressing gown the morning after a very heavy party. …

More about Apple, Cupertino, Tech, and Ipad Air 2 …read more

Via: Mashable: Tech

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