Behind the Apple keynote, explained
If you use Iphone or not, you might know what apple keynote is. But if you don’t know what it is, it is an opening speech that they do before new apple products release to the public. What makes apple stand out from other competitors? What is the secret behind the curtain? I am going to put them in a simple and clear way. Let’s explore with me.
(This article is separate from my teaching. It is a part of my desire and passion to write about things that are happening around us.)
- It is not about products, it is about the future, the imagination and us.
If you have seen the apple keynotes, you could have observed that it starts with an introductory video that is about the imagination and everyday life of us. Apple still keeps the way and style of revealing their new products up until now from the first product-releasing speech of Steve Jobs.
2. Positive impact
They say how it helps bring us together. They send a message to the audience that Apple is growing and improving as we (communities)are growing. That means it has already become a part of our life.
3. Keep it simple and clear. That’s it.
They use the simplest and shortest language on their presentation to make it clear to everyone who does not hold a high degree of expertise. Every slide of presentation is written in one short sentence. It is worth than remembering a bunch of long contexts.
4. Apple sells trends, not products.
It is nothing more than phones and computers. But they do it differently,I mean think differently. They want to sell the idea that it is more than phones and computers. It shapes our lifestyle that we are entitled to use the best. Ingraining that mindset in you makes you think that you are standing one step ahead from the rest.
5. Storytelling
Storytelling got known right after Steve Jobs. By now it is one of the top 10 highly desirable skills on the market. Steve Jobs knew how to harness his ability of storytelling as an advantage to deliver his speech smoothly. Even there is a slight improvement in their product, he makes it look outstanding than it is. You can see how beneficial and rewarding it is once you master at storytelling.
6. Apple talks in generals more often than specifics.
They don’t use sophisticated boring statistics such us RAM, IMEI,CPU etc. They say that it is “Four times faster, 50 percent lower power, thinnest etc…” Underlying message of these simple terms tells us it is far greater than the previous version. At the end of the day, audiences remember the gist of a presentation, not specifics. Moreover, this method works incredibly well and left other big gigantic tech companies such us Google, Samsung behind.
At the end of this article, the lessons we can take away from Apple is that whatever you do, keep it simple and short and get to know your target audience inside and out. The rest will take care of itself. At last, we eventually end up paying more money to simple things than glittering and shiny things. Let’s think different.
