This Week's SponsorMagic Lasso Adblock - Block ads, trackers and pop-ups on your iPhone, iPad and Mac
By Jason Snell for Macworld
Every Apple media event is an opportunity for Apple to tell a story. The stories it chooses to tell give us some indication about what the company thinks of itself, where it’s going, and how it wants to be judged. When Apple CEO Tim Cook has waved goodbye and walked off stage, it’s useful to consider the impression he’s left you with and the big ideas Apple has tried to communicate over the previous couple of hours.
After more than 20 years of going to Apple developer conferences, you’d think that I’d have this down cold, but the fact is that Apple is always changing, and every time you think you’ve got its playbook figured out, it changes again. Regardless, here are some big ideas and trends that I think are the most likely ones for Apple to use on stage next Monday at the WWDC 2018 keynote.