Reading Between the Lines: What Apple’s Keynote Didn’t Talk About

Sometimes, what a company doesn’t say at a major event is just as important as what it does. Apple’s “awe-dropping” keynote was notable for several key omissions that offer a glimpse into the company’s current challenges and future priorities.
The most glaring omission was a meaningful discussion of artificial intelligence. The almost total silence on “Apple Intelligence” and the confirmed delay of a new Siri suggest the company is not yet ready to compete at the highest level in the generative AI space. This was a tacit acknowledgment of a key weakness.
There was also no mention of virtual or augmented reality. After the launch of the Vision Pro, many expected a follow-up or a roadmap for the “spatial computing” platform. Its absence suggests that the technology remains a niche, future-facing project rather than a core part of the mainstream product ecosystem for now.
Finally, there was little talk of services. While new hardware is the star of the September event, the lack of any major announcements for Apple TV+, Apple Music, or other subscription services was noteworthy. The focus was squarely on selling new devices, perhaps indicating that hardware sales remain the primary engine of the company’s growth strategy for the coming year.