before we get a new iPhone we get an
Apple Keynote we've got some really
exciting things to share with you and
we're gonna have some fun along the way
Apple has been holding this style of
presentation for over 20 years but it
isn't just showing new products it's
telling a story over the years the
presentation has gotten flashy er but
the story hasn't changed the keynotes
always open with the video which conveys
a theme or idea that the keynote echoes
it's the introduction to the story but
it usually isn't about products it's
about imagination accessibility or even
New York City Apple includes several
more videos throughout its presentation
these build suspense leading up to a
product review and make a product feel
larger than life then it's time for a
history lesson Tim Cook takes the stage
says good morning and shows how Apple
has been in your life for years he also
explains the positive impact Apple has
had part of that impact is growing
communities Apple products aren't
presented as just computers or phones
the devices bring people together and
improve their lives you might have also
noticed that they exaggerate a lot Apple
describes everything with superlatives
just listen to this description of the
Apple watch it's the integration of
breakthrough technology and powerful
software and world-class services that
bring it to life that same segment says
beautiful seven times
repetitive exaggeration drives home
apple's message about a product if a
speaker keeps saying revolutionary you
walk away thinking this phone is
revolutionary but you won't find too
many specs in an Apple presentation
Apple toxins percentages more often than
specifics it's 40% lower power 40% or
energy efficient or five times faster
five times faster than before you just
need to know that this new version is
better than the old one iPhone 10's max
Apple doesn't spend time talking about
ramen or milliamps it prefers fancy
marketing terms like retina or 3d touch
then it improves on its own terms plus
two Macs retina just super retina but it
still manages to keep the message clear
and simple often using a single phrase
per slide it also helps that apple's
presenters are experts at keeping the
audience engaged they tell you exactly
what's a thing well you are going to be
blown away with the pictures you can
take
with the iPhone 10 s is camera we think
you're gonna love everything about the
new displays on series 4 we all love the
cameras in our iPhone and they talk in a
conversational tone it feels like a
small presentation you were invited to
not a live stream that millions are
watching Apple's keynote started a trend
that many other tech companies have
followed but companies like Google and
Samsung aren't nearly as effective as
Apple compare the introduction of the
Galaxy Note 10 to the iPhone 10s the
note 10 is built for a new generation
it's a generation that's reshaping
everything about how we work
how we live these days we're catching up
on work email one minute in gaming with
friends the next the line between work
and play is pretty much disappeared and
that means we need technology that can
seamlessly flow between the two I am so
excited to tell you all about I phone
10s it is made of a surgical grade
stainless steel it has a gorgeous new
gold finish on the front and on the
glass it is the most beautiful iPhone we
have ever made Apple is specific it
shows instead of just telling and you're
made to believe this is the most
beautiful iPhone ever because of Phil
Schiller's delivery Samsung tries to be
everything at once and the message gets
lost but Apple is able to tell a
cohesive story that keeps you engaged
layering these techniques creates a
presentation that feels important
nothing may be new but it all feels
groundbreaking it uses intelligent
software to make the most stunning
portraits this was only previously
possible with pro level equipment he's
just talking about the iPhones camera
nothing specific or new Apple uses bold
statements to reinforce its importance
now the MacBook Air set the bar for
great battery life in a thin and light
computer and the new MacBook Air is no
exception
Chan what the team is done is truly
truly breakthrough it's called the a12
Bionic your photos look stunning on
iPhone 10s and it works these
presentations build huge anticipation
before a product launch with Apple
products it often feels as though the
design is more important than what's
inside the same is true of these
keynotes Apple is selling the brand not
an iPhone
and these presentations have become an
essential part of that sale
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