In his own way, the CEO of Apple paid a vibrant tribute to Ukraine during the conference on Tuesday evening.
The Peek Performance keynote for this Tuesday, March 8 has kept all its promises. For nearly an hour, Apple’s main officials took turns presenting the new iPhone SE 5G , the new iPad Air and even a brand new Mac, the Mac Studio . A conference organized in a rather special context since nearly 10,000 km from Cupertino, in Ukraine, a war is taking place which is killing hundreds.
Already last week, Apple intervened in its own way in the conflict by announcing to cease all exports and sales to Russia . An important decision which, according to some experts, could well make him a shortfall of 3 million dollars a day on iPhone sales. If Apple did not directly send a word of support to Ukraine this Tuesday evening, that did not prevent it from paying tribute to the country in its own way.
Throughout the conference, Apple CEO Tim Cook was dressed in a navy blue sweater and an Apple Watch with a yellow strap. A little wink that refers to the Ukrainian flag but that will quickly be eclipsed by the presentation of new products.
If the sweater is all that is most innocuous, the bracelet of the Apple Watch is, for its part, new. Indeed, in the wake of the keynote, Apple has updated its online Apple Store with new accessories and in particular new Apple Watch straps.
There are four new Single Loop bracelets: nectarine, mineral green, eucalyptus and … lemon zest, the bracelet that Tim Cook wore on Tuesday evening.