This week Apple announced it's iPhone 12 in it's reassuringly impressive announcement videos. An Apple announcement is usually incredibly professional and wonderfully produced. It is the summer blockbuster of the tech announcement world. Other companies try to do the same but they all lack a certain something. Microsoft can't manage it because they are a company focussed on the technical. Microsoft also seem curiously unable to produce a flawlessly finished product that people can buy days after. Instead it always looks like a "pre-production" event. YouTubers can do a better job than me of breaking down Apple's announcements. However, I have a few thoughts. The HomePod Mini is a $99 home speaker with Siri. Welcomed by Apple enthusiasts as a realistic product to take into that device category. Their previous effort was the expensive $399 HomePod. It was really just a music player that only worked with Apple Music. No matter how it sounded it was just "