Apple keynote summary 201811/30/2023 ![]() It’s a brilliant move as the combination of music and fast paced visuals, culminating in a reveal can’t be matched by someone pulling something out of their pocket. For the last several keynotes, Apple has used used short thirty-second videos (stingers) to unveil the latest new gadgets like Watch 3, iPhone 8 and iPhone X. It used to be that Steve Jobs (or one of the execs) would take the phone out of their pocket, slide the computer out of an envelope, or pull a drape off a computer. One big shift we’ve seen over the years is in how new devices are physically revealed. Here are three ways Apple uses video in their keynotes. It’s no surprise as video can simplify complex technical topics and convey emotion. Over the course of the two hour keynote there were nine videos for a total of 12 minutes, or just over 10.5% of the run time. ![]() If it didn’t already jump out to you in the pie chart above, Apple expertly uses multimedia throughout the keynote. It feels like Apple has taken a step back here which is surprising, especially at a time when technology businesses are under intense scrutiny on the topic of diversity. Aside from Apple’s head of retail and a short cameo from a product manager, the presenters were mostly caucasian males. Apple’s more recent keynotes have done a much better job of demonstrating gender and ethnic diversity than the iPhone X launch. One thing of note that was missing on their shared stage diversity. While this rapid pace might introduce more logistical complexity, it will also make for a more engaging presentation that feels like it has forward momentum. I’ve heard event planners and marketers express concern over this rapid pace saying “we don’t want too much on and off, it will feel like a revolving door”. ![]() While some spoke longer than others, looking at the breakdown of stage time shows that no one person dominated the show. This made for a mosaic of presentation styles, voices, tones and energies that keeps things interesting. This year’s iPhone X launch event included six personalities (eight if you include design chief Jony Ive via video and the late Steve Jobs in voice over) plus two, third party developers. Here are two techniques Apple uses to share the stage. Nothing is boring than hearing the same voice drone on for a long time. With human attention spans dropping sharply, today’s audiences crave dynamic, fast-paced, engaging experiences to keep them engaged. What used to be the Steve Jobs show, has evolved into a carefully choreographed cast of characters. Since the original iPhone launch event, Apple has mastered the concept of sharing the stage. While the products change year to year, here are five longstanding techniques from the Apple launch event playbook that any marketer can use to improve their presentations. “But, what’s the magic behind making their products appear so magical?”įor the last ten years I’ve studied the Apple launch keynotes not as a consumer, but through the eyes of a marketer. Never is this finely honed skill more on display than during their now signature ‘Special Events’ where the latest must-have gadgets are unveiled to the world. Love or hate their products, one thing is indisputable - Apple has cracked the code on marketing technology in a way that creates product lust.
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