It was the internet in your pocket. (Apple knows that the best way to extract money is to be in people’s pockets.)īut ultimately, what makes Apple Events magical is this: Apple Events are purpose-built to engender wonder - yes, just like in the title of today’s event, “Wonderlust.” Wonder is, simply put, “mystery” plus “joy” - a wholly unexpected surprise that triggers a sudden jolt of pleasure and inspiration.
The iPod wasn’t an “MP3 player.” It was “a thousand songs … right in my pocket.” And the iPhone? It wasn’t just a phone. But the real sleight of hand in how Apple simplifies tech lies in how well presenters home in on a single, clear idea that brings to life what the experience will be for the end user. There might be a few numbers and benchmarks in Apple’s product presentations, but they’re carefully curated - and often cited as multiples (10 times faster twice as long) or comparisons (thinner than a pencil). They winnow complicated technology down to key features that audiences can readily understand They’re not protagonists in this story they’re humble non-player characters, offering up magical tools to aid the audience in their journey. And presenters are careful to not overshadow the devices, standing with composed faces, speaking in carefully flat, measured tones, and making gently symmetrical gestures. Whether it’s a music player, a magnetic wallet or a new style of cable connection, even the simplest Apple innovations get a level of reverential treatment that Hollywood icons can only dream of.
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The company stages each event like the Normandy invasion, with executives reportedly setting aside two full weeks to practice their presentations. Jobs would practice his presentations for weeks before donning the black mock turtleneck and hitting the stage, and his successor Tim Cook has adopted Jobs’s work ethic and formalized it as policy. They are rigorously planned, choreographed and rehearsed Opinion: It’ll take more than a new Barbie to quiet the male voices in women’s sportsĪ big part of it is Apple’s relentless commitment to showmanship, leaning into a critical set of tactics over the years to ensure that its events are Events, with a capital E. Mattel is announcing new 2023 Barbie career dolls, representing women's careers in sports. So what’s Apple’s secret sauce? Why has the company been able to sustain such persistent passion and loyalty? And how has it been able to keep excitement levels so enviably high, given that, like every company, Apple has had its share of notorious flops over the years? (The Newton, the Cube and the misbegotten Apple gaming platform Pippin spring to mind.)
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Watches with “ Double Tap” gesture recognition? AI pet recognition technology for the new iPhone 15 camera? Titanium encasements for the new 15 Pro and Pro Max? USB-C charging? ( Finally!) Let the crowd roar! (A legit cheerworthy moment, though: Apple’s newly reinforced commitment, announced with the help of Octavia Spencer playing Mother Nature, to having its devices be totally net zero climate impact by 2030.
There are plenty of very real world-changing innovations that Apple has unveiled over the decades - the Mac, the iPhone and the Apple Watch among them. But Apple holds its events at least twice a year for consumers and developers, and all too often the products, services and ideas that the company unveils at them are snarked upon as follow-on fare with incremental tweaks that have little real impact on usability or performance.Īnd yet, even seasoned tech observers - I’ll count myself in this bunch - can’t stay in their seats when they’re revealed. I’ve never been present at an Apple event in person, but I’ve watched every one in the Internet era via livestream or after-the-fact video, and have invariably been blown away by how well Apple has mined not just the intersection of technology and the humanities, as founder Steve Jobs was frequently known to brag, but the convergence of substance and hoopla.
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