An Apple event is usually cause for excitement, but we’re not sure about this one.
Apple will hold its second event of the fall and third of the year—dubbed “Scary Fast” and seemingly focused on the Mac. The announcement of the event caught us off-guard since we had heard there wouldn’t be an October event this year, and something about the whole thing just seems off. Apple is reportedly holding this event to renew interest in the Mac ahead of the holiday season, but it’s starting to look like this “Scary Fast” event could have the opposite effect. Here’s why.The time
In all of our years covering Apple, we can’t remember a time when an event was planned for the evening. Sure there were trade shows in Paris or Tokyo that forced Apple to hold keynotes at odd times, but this one is completely in Apple’s control. The event will take place at 5 p.m. PT—or 8 p.m. on the East Coast. That’s very late for a U.S.-based event, especially one that involves showing a prerecorded video. Spare a thought for the rest of the world too, with the U.
