As a company, Apple has shifted dramatically over the last eight years since the passing of Steve Jobs. Monday’s “its show time” Apple News and Apple TV event was a primary example of this, being the first to focus entirely upon non-hardware product offerings while introducing a series of celebrities talking about their new projects to create content that has nothing to do with the computing technology that has always defined Apple. What’s going on?

Apple’s hardware-free presentation was actually all about its hardware A truly bizarre response

Apple’s event was described as “truly bizarre” and “the weirdest” by GV partner and former Tech Crunch pundit M.G. Siegler, who went on at length to disparage everything presented as “silly” to “mildly pathetic.”

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