A few days back, The New York Times writer Charlie Warzel wrote a piece criticizing the whole notion of the Apple Event(s) as something whose time has come and gone. He wants Apple to shut it down. It led to furious debate, on both sides. It was great to follow along on Twitter.
Yesterday, John Gruber of Daring Fireball, wrote his response to Charlie’s column. And as expected from John, it is very good and brings focus to the point that these product launches are not just media events, but they are more events for the rest of the world, and for their customers. Dan Frommer, who writes The New Consumer (I am a subscriber) created a list of YouTube views for Apple’s event that add credence to Gruber’s arguments.
- Whole event: 4 million
- “Apple Event in a Flash”: 17.4 million
- “Introducing iPhone 11”: 27.4 million
- “Introducing iPhone 11 Pro: 23.4 million
- “Introducing Apple Watch Series 5”: 2.8 million
I would certainly agree. Technology is now part of the culture. It is as much part of our social fabric as fashion. And that is why millions of people tune into Apple’s show. Just as millions of people who tune into fashion shows that too are streamed live, have media presence alongside celebrities, enthusiasts and influencers. I am surprised that the Times hasn’t called for abolishing the fashion show.
There is a reason YouTubers like Unbox Therapy are so big. It is precisely why Marques Brownlee has more influence on products than any of the New York Times writers. (Unbox Therapy has 15+ million subscribers, Brownlee has 9+ million subscribers and the New York Times has 2+ million subscribers on YouTube.)
Technology products are now fashion. “Look at the lines waiting to get into that Apple store on 5th Avenue!” Bill Cunningham, the legendary photographer, once said. “Do you see a line waiting to get into Bergdorfs or Saks? The future belongs to this generation, and the high-tech world is it!”
As always Cunningham was early – and right.