Apple's Buzz-Free Launch

Apple's Buzz-Free Launch Apple is well known for its buzzy presentations to showcase new tech and software offerings. But Tuesday's "Peak Performance" stream was a bit of a snoozer. The big reveals—a new iPhone SE and iPad Air tablet—came as expected. The SE, Apple's lower-end model, starts at $429 with preorders beginning Friday. It has 5G capabilities and Apple's A15 Bionic chip. The new iPad Air starts at $599, and will also start taking orders on Friday. Both devices start shipments on March 18. The company also unveiled a new processor called the M1 Ultra, which will be featured in Apple's new Mac Studio desktop computer. Barron's Eric Savitz writes that the Mac Studio looks like a high-powered version of the old Mac Mini, and can be paired with a new Mac Studio Display that's sold separately. He adds: As Apple events go, the buzz level for this was low, given that it was generally focused on secondary products. The much-anticipated arrival of virtual and augmented-reality glasses isn’t expected until late this year or maybe next year, while an Apple Car still seems a long way off. Apple generally uses the Worldwide Developers Conference in June for major software releases. Wall Street wasn't too excited. Apple stock, which is down about 11% year to date, closed 1.2% lower on Tuesday. Still, Wedbush analyst Dan Ives did see some positives. "Taking a step back, with technology and automotive companies around the world cutting production and removing product launches due to the still tight supply chain, in a stark contrast Apple is introducing new products and models to consumers speaking to Cupertino's massive supply chain/production muscles," Ives writes. Perhaps the biggest surprise of the day wasn't a gadget, but a deal with Major League Baseball to broadcast two games every Friday night on Apple TV+. Streams start this season--assuming there is one. Owners and players are still locked in heated labor negotiations.