It's a tough crowd at Apple Park. One of the first hot takes to fly off the grill of the New York Times after Apple's iPhone launch event this week demanded that the company stop doing product events entirely because they have become "exhausting love letters to consumerism." But is angry, embittered cynicism a more legitimate response to a product launch than any other emotional reaction?
As a company, Apple has shifted dramatically over the last eight years since the passing of Steve Jobs. Monday's "its show time" Apple News and Apple TV event was a primary example of this, being the first to focus entirely upon non-hardware product offerings while introducing a series of celebrities talking about their new projects to create content that has nothing to do with the computing technology that has always defined Apple. What's going on?
Drumming up publicity for Monday's press event, which starts at 10 a.m. Pacific, Apple is already running a purported "livestream" from the Steve Jobs Theater at Apple Park, usually showing little more than a empty stage.
The Steve Jobs Theater — located at Apple Park in Cupertino — has picked up a 2018 "Structural Artistry" award from the U.K.-based Institute of Structural Engineers, given to buildings which have been "transformed by the vision and skill of the structural engineer into something exceptional."
The drone flights around Apple Park have not stopped following opening of the campus, with the latest footage showing still-progressing landscaping, and most of the facilities very near 100 percent completion.
The latest round of drone footage shot in October of Apple Park demonstrates a fully complete visitor's center, plus the massive effort it has taken to bring the landscaping up to where it stands currently.
It cost upwards of $427.5 million to build Apple Park's main ring alone, according to a report this week which examined building permits for each of the 15 major structures at Apple's new headquarters.
Today at 10 a.m. Pacific, 1 p.m., Eastern, Apple will kick off a presentation finally taking the wraps off of its premium iPhone X with edge-to-edge OLED display, as well as new iPhone 8 models. AppleInsider is there live with full, exclusive coverage and analysis.
Tomorrow, Apple will be introducing a series of new products at its brand new Steve Jobs Theater, in the first occasion for outsiders to visit its Apple Park campus. In parallel, it appears ready to show off its $80 million visitor center, which was first detailed in the summer of 2015, nearly four years after the "Campus 2" was first announced.
Apple invited members of the press to the new Steve Jobs Theater at Apple Park on Aug. 31, but the City of Cupertino didn't actually sign off on allowing people into the building until a day later, documents reveal.