The iPhone 17 Event: A Disappointing Day for the Discerning Australian Tech Consumer
As managers and consultants in the tech space, we at ATS are always looking at new products and services through a pragmatic lens. Our primary focus is on how technology can enhance productivity and create a frictionless experience for all users, including those with disabilities. So, when Apple’s most recent media event concluded, we naturally had some strong opinions on the new product unveilings, or lack thereof, and how they impact us and our clients here in Australia. Unfortunately, it wasn’t the “awe-dropping” event we had hoped for.
The Elephant in the Room: MM Wave 5G in Australia
Let’s get straight to the biggest point of contention. For years, our friends in the United States have enjoyed the benefits of faster MM Wave 5G on their iPhones. We’re talking about incredible speeds that can transform how we work and play. The fact that with the launch of the iPhone 17 series—five years after the iPhone 12 got 5G—Apple has once again decided to withhold this technology from the Australian market is frankly disgusting. The hardware is clearly there, but in typical Apple fashion, Australia is treated as a second-class consumer. Given the immense popularity of the iPhone in the “lucky country,” this lack of care and detail is a clear sign that my days of upgrading are over, at least for now. This single issue is the primary reason I will not be getting the iPhone 17.
The Curious Case of the iPhone Air and SIM Cards
The introduction of the iPhone Air is an interesting move. While some in the U.S. have become accustomed to a SIM-free existence, the decision to make the Air an eSIM-only device while the regular Pro and Pro Max models still have a physical SIM slot is bound to cause some confusion for Australian customers. Many of us made the switch to eSIM last year, but the inconsistency across the lineup could be a support nightmare. It’s an example of a product decision that lacks a clear, cohesive strategy, something we’ve come to expect from Apple’s competitors, not from them.
A Lack of Innovation in the Wearable Space
My disappointment continued with the Apple Watch. The new Series 11 and Ultra 3 did not include MM Wave 5G for Australia, which is a major letdown. Furthermore, the absence of new, game-changing health features—like blood sugar monitoring, which has been rumored for years—makes these new watches a hard pass for me. My current Apple Watch is working perfectly well, and with no compelling new features, there is no logical reason to upgrade.
Standing Tall: No Upgrade This Year
The new AirPods Pro 3 are tempting, I will admit. However, my current Pro 2 set still works like the day I got them, and I simply can’t justify the expense for what appear to be incremental improvements. So, for the first time in 16 years of upgrading, I am standing tall and not making a purchase. The event as a whole felt like a holding pattern—a narrative that we’ve seen before. It feels like the company is setting the stage for bigger things as the decade comes to a close. While I’m happy for those of you who will upgrade, both my credit card and logic say nothing for me this year, and possibly not next year either.
Looking Ahead: What We’re Waiting For
We’re still hoping for news on new versions of the Apple TV, HomePod mini, or even the AirTag 2. These are the devices in the ecosystem that truly need a refresh and are ones that I and my firm would be excited to integrate and recommend. For now, we will enjoy the fruits of our labor and the technology we currently have. To those of you who have pre-ordered, go forth with delight.