Tom Boger: Five times faster than before. Phil Schiller: 40% more energy efficient. Apple talks in percentages more often than specifics. If a speaker keeps saying revolutionary, you walk away thinking this phone is revolutionary.īut you won't find too many specs in an Apple presentation. Repetitive exaggeration drives home Apple's message about a product. That same segment says beautiful seven times. Just listen to this description of the Apple Watch. Apple describes everything with superlatives.
You might have also noticed that they exaggerate.a lot. Apple products aren't presented as just computers or phones. Part of that impact is growing communities. He also explains the positive impact Apple has had. Narrator: And shows how Apple has been in your life for years. Tim Cook takes the stage, says "good morning." And make a product feel larger than life. These build suspense leading up to a product reveal. I happen to like this town ♪Īpple includes several more videos throughout its presentation. It's about imagination, accessibility, or even New York City. The keynotes always open with a video, which conveys a theme or idea that the keynote echoes. Over the years, the presentation has gotten flashier, but the story hasn't changed. But it isn't just showing new products it's telling a story. Narrator: Apple has been holding this style of presentation for over 20 years. Tim Cook: We've got some really exciting things to share with you, and we're gonna have some fun along the way. Narrator: Before we get a new iPhone, we get an Apple keynote. Apple's presenters use techniques that may not be immediately obvious, but they are effective, and they create enormous anticipation prior to Apple's multiple product launches.Apple's keynotes have been an essential part of its brand for over 20 years.Before every new iPhone and Apple product comes a keynote presentation.
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