WWDC Expectations

Last year, I wrote an article for The Loop in which I argued against the frustrating proliferation of rumor and the associative problem of expectations surrounding large-scale press events. Considering we're a week away from 2013's WWDC keynote, I thought it might be worth revisiting:

Next week, Apple will announce a great many things and, as is customary, technology enthusiasts across the world will emit self-entitled gasps of disappointment. Regardless of the most dazzling of improvements, there will be a rumor each individual has dearly held to their chest that has been “forgotten” by Apple. For the crime of an incorrect assumption on the part of the media, Apple will suffer a cascade of scorn and underwhelmed disenchantment.
In the final days leading up to the event — amidst the rising clamor of desperate, ill-informed expectations — it has sadly become too much to ask for a moment of respite. Even knowing that they carry themselves toward disappointment, these onlookers do so willingly and happily — blissfully oblivious to the implications and effects of their disproportioned expectations. Meanwhile, journalists are clattering away at their keyboards fueling the fire, and readying themselves to half-heartedly address the true nature of the competitive landscape when all has been revealed.
We are victims of our own insatiable consumerism, but the situation is woefully exacerbated by the self-entitled cries of the gullible and misinformed. With even the slightest semblance of contextual awareness, unreasonable negativity can be dismantled. Taking the most incidental of moments to pause and consider, the media can refrain from inciting such blind, impassioned ignorance.

Considering the rumors regarding a potential "flattening" of iOS, expectations are outrageously high this year. And I, for one, am not even remotely looking forward to the predictably negative response the design will prematurely endure.

I plan to follow the keynote — as I did last year — amongst friends and colleagues in San Francisco. If you're going to be in attendance, please do let me know.