How Apple can rethink its events
In the past in this newsletter, I’ve discussed the need for a rethink of the big product event. They were fun and original a few years ago, but no living tech exec is Steve Jobs. And… they just all feel the same: they’re all about an hour too long, indulging in details no-one really cares about and never really daring to break out of the same format Apple used to launch the iPhone in 2007, or even the iMac in the 90s.
In the past, I said tech companies should look to the likes of Nintendo’s Direct online events. These allow for a lot more flexibility in how the company presents its new products. But what could, say, a reimagined Apple event look like? Funny you should ask…
- Axe the big event. Instead, have a short, live-streamed event based in a studio, with no live audience. This would give Apple the ability to demo products in creative new ways that don’t work live on stage. Limit this stream to 45 minutes, maximum.
- After the stream, unlock an online interactive experience online, accessible in a browser and in an iOS app. The app would let users re-watch the event with bonus material they can explore as they choose. It would also let them explore new devices in AR. Hold the new iPhone in your hand, or see the new MacBook on your desk, for example.
- Interested in the performance of a new chip and how it improves games? Rather than Apple boring everyone else in the event with demos of games and presentations from developers, things like this could be the equivalent of ‘DVD extras’ in the interactive experience. People who cared could indulge themselves.
- What about the media? Hold simultaneous small events around the world for them, where they get to try the new products and quiz Apple staff in person. They already do this anyway, so it wouldn’t be a leap.
This format would allow for much more creativity and flexibility. It would break the monotony of the big event format, too. So, how about today’s Apple event is the last in the staid old format, eh Tim?