We thought we’d be able to get through this week’s big Apple announcements without feeling FOMO, but We’re now craving some delicious new Apple kits. Here’s what drew our attention…

Apple’s iMac

The new iMacs were undoubtedly the biggest hit of Apple’s “Spring Loaded” event. These ultra-slim (only 11.5mm thick) all-in-one desktop computers feature the brand’s lightning-fast M1 processor, a crisp and color-rich 24-Inch 4.5K Retina display, a 3D sound system, and, most importantly, a choice of seven sumptuous colors, including design-friendly pastel shades. Green, pink, blue, silver, yellow, orange, or purple? We can’t decide which color will be Best.

Prices start at £1,249, and they will be available for purchase on April 30. Simply put, they’re stunning.

iPhone 12

The good news is that if you choose a purple iMac, you can also match it with a purple iPhone 12. The 6.1-inch iPhone 12 and 5.4-inch iPhone 12 mini now come in a new purple finish. Nothing else has changed; the phone retains the same dual-camera system as its siblings, as well as class-leading water resistance, which is useful insurance against any unfortunate bathroom mishaps.


AirTags are a brand-new iPhone accessory from Apple that provides a secure way to locate valuable items. The AirTag, which works with Apple’s Find My app, can be attached to a handbag, keys, backpack, or stuffed into the pocket of a checked coat.

AirTag discs are small and lightweight, water and dust resistant, and have a built-in speaker. They can be named and appear as a new Item in the Find My app once they’ve been paired with your iPhone. Siri can ask it to chirp its location if it is misplaced and within Bluetooth range. Outside of Bluetooth, the Find My network, which includes a billion Apple devices, can assist in tracking it down. That is what I mean by leverage.

AirTags are available in one and four packs for £29 and £99 respectively, beginning April 30. I believe these will be a huge success.

Apple TV

Last but not least, Apple improved its Apple TV 4K TV streaming device. The new model, which competes with Amazon’s Fire TV and Google Chromecast, has improved video performance, including Dolby Vision HDR and Dolby Atmos audio, and comes with a much-improved aluminum Siri-enabled remote control. A clever new clickpad control allows for more precise navigation and faster directional swipes.

Netflix, Disney+, and Amazon Prime Video are examples of streaming apps. When you buy one, you also get a free year of Apple TV+.
It’s just as well. We have a strong desire to rewatch The Color Purple…