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By Jason Snell for iMore
In the early 2000s — during Apple’s spectacular rise on the back of the popularity of the iPod — what sticks out the most to me is the mystery and the theater of Apple’s product unveilings. There were still times that Apple didn’t quite pull off the reveal, like when Time magazine’s Canadian website posted an image of the chrome-arm iMac G4 the night before the Macworld Expo keynote. But for the most part, Apple’s early events were all surprise and no spoiler.
As hard as it is for me to believe, however, that era of Apple is long since past. It’s been nearly a decade since the iPhone launched. In those days we thought we were pretty web savvy, but digital media was still largely a curiosity — an add-on to traditional print, TV, radio and the like. These days, we’re all so interconnected: The prospect of a true surprise, on the order of what Apple pulled off consistently during the heyday of Steve Jobs, seems unrealistic.