When it comes to Apple’s iconic media events, the one thing that guarantees hype is new hardware. No matter what else is on the agenda, iPhones and iPads are the star attractions. Understandably, much of the other news interspersed between device unveilings is swept aside, perhaps given a whisper of coverage after the dust settles. For me, it is those tidbits I find tantalisingly mysterious, a mere breadcrumb hinting at a grander plan. Last week’s iPhone event was no different.
Prior to WWDC I’d have forgiven anyone for thinking iWork had been put out to pasture. With no desktop update since 2009, it’s fair to say the web app versions of Pages, Keynote, and Numbers came with more than a little intrigue. In a sense, Apple had just created its first multi-platform apps. Now, four months later, Apple has dropped another breadcrumb. All three iWork iOS apps are now free for purchasers of a new iOS 7 device — Apple’s strategy is beginning to come full circle with more than a little risk and reward.
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