Generally speaking, software reveals and announcements tend to make less of a splash than hardware launches, at least in terms of consumer news reach. A glossy new smartphone or laptop model is just so appealing and accessible. The product images are clear and punchy, and the reporting on upgrades easy to follow at a glance. They lend themselves to hype and hyperbole, as well as light-pole posters and tweets: “This phone has 17 camera lenses!” “Now made of unicorn tears!” “Thin enough to shave with.” “The xphinitee ultra XXL — in dragon-scale black!”

If there is an exception to this, it’s Apple’s Worldwide Developers Conference (WWDC). What Apple has done quite well for decades is cultivate a loyal customer base who care about its every ware — hard or soft. Actually, that’s like saying Covid-19 was “quite” disruptive. Still, WWDC has always been more about software, making it a must-watch for tech journos and developers, but not really for the authorised seller partners and Jo...

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