September 12, 2017 Last Updated 3:02 pm

Apple event introduces the iPhone X, iPhone 8 and 8 Plus, Apple TV 4K, new Apple Watch

But if you are a publisher and you missed the event, you did not miss anything that will mean much to you, as Apple offered very little in the way of digital media news

The latest Apple iPhone event was very much like the last one, too long, and short completely absent of surprises.

As rumors said, the new, top-end iPhone is called the iPhone X (as in “ten”), and it is priced at $999 or $1149, depending on storage level. It looks nice — it’s not a flip phone, after all — but if Face ID doesn’t get you excited, not much else will.

For publishers it is hard to see where the news was. I suppose getting a date for when iOS 11 is coming out is helpful (Sept. 19). But unlike events in the past, when Steve Jobs would breeze through the program in order to concentrate on the one thing he was most interested in, then leave it for after the event to drop more news about other product updates, this event was overly long, though still without surprises.

Some tech reporters might ask me “well, what did you want? Wasn’t two new iPhones, a new 4K streaming Apple TV, a new Apple Watch with cellular, and dates for iOS 11 and macOS High Sierra (Sept. 25) enough?”

The answer would be “No”.

What I see is that iTunes is still a mess, and the App Store still sports a Magazines & Newspapers category where the subcategories remain broken (over three years and counting).

There was no update to iBooks Author, a program I just don’t think Apple is committed to, and so publishers will find it hard to commit to. I have an eBook that I have been working on for two years that remains frozen in production because I am not satisfied with the condition of iBA as it is now.

Tim Cook and Eddy Cue don’t seem to be readers or listeners to any kind of music other than the most saccharine, and so very little progress is being made in areas digital publishers and artists would care about.

This is all a bit sad as iPhone events used to be a big deal. I’m sure they still are for the tech reporters who have to prove their fidelity to Apple in order to sit in on them live. But this year’s events is over and I could care less about rehashing any of it.

Maybe if the news from around the world wasn’t so damn serious, and so damn depressing, one could care about upgrading a cell phone by spending more than the cost of most laptops today. But the iPhone event is only just over and I already feel like it is time to move on.

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