Apple’s Launch Events: A Scripted Symphony?

After being away for a few weeks, I finally caught up on Apple’s keynote event for the launch of the iPhone 15 series. I suspect I didn’t miss much. They followed a script that blends style and rhythm that some might deem formulaic. There were parts that were slightly awkward, perhaps even cringe-worthy.

They follow the template set by Steve Jobs, but without the charismatic frontman to make the events cool. Hair Force One (aka Craig Federighi) comes close — but he’s not the original. As I turned off the event, I realized it felt a lot like watching a mom or dad trying to jam out at a Taylor Swift concert.

Ken Segall, who was Steve Jobs’ ad guy sums it up well:

That’s because what Apple is doing is exactly what A.I. is so good at. They’re writing a script based on the show before. And the one before that. And the one before that. They’re stuck in a loop where a parade of presenters describe new products, minus any emotional connection.

Honestly, it’s hard to ding Tim Cook for relying on a format when Steve Jobs had one as well. His scripts were tightly written, his shows obsessively rehearsed. The difference is, Steve’s format never overpowered humanity—it amplified it. It was impossible to miss Steve’s boyish enthusiasm for “cool stuff.” His vision and charisma sealed the deal.

The individuals who grace the stage during these events? Their names are fleeting. I can’t recall a single one. But that’s perhaps intentional. They represent the cogs in the well-oiled machine that is Apple — a behemoth corporation designed to create, market, and profit. It’s not about the individual, but the collective and the money-making powerhouse behind it. Whether we realize it or not, Apple has mastered this craft, ensuring the world stops, watches, and listens whenever they speak.

Snobbery aside, Apple’s launch events do what they’re designed to do — grab a ton of attention for Apple and its products. In an age where our focus is constantly divided among countless distractions, Apple’s product launches command global attention. It’s not just about the brief spotlight; it’s about the ripple effect it sets off.

After each event, conversations ignite, spreading words, voices, and videos across continents. This wave of attention and discussion arguably gives Apple an edge in advertising that’s hard to match in value.

September 25, 2023. San Francisco

You can watch the condensed version and draw your own conclusions here: