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Big Revolution - Rethinking Apple events

Welcome to Tuesday’s Big Revolution. I’ve just published part two of my The Language of Technology se
October 30 · Issue #247 · View online
Big Revolution
Welcome to Tuesday’s Big Revolution. I’ve just published part two of my The Language of Technology series on LinkedIn. This one looks at the language used on the homepages of business-focused SaaS products. Have a read, but don’t forget the rest of today’s newsletter!

Big things you need to know today
  • Apple has its big iPad and Mac event today. Here’s what to expect when it kicks off in New York at 2pm GMT / 3pm CET / 10am EDT / 7am PDT / 7.30pm IST. Also, look out for iOS 12.1 launching today with group FaceTime, dual-SIM support, and a fix for the ‘beautygate’ problem with selfies on the iPhone XS.
  • Eyebrows have been raised by a report of c-suite drama at Snapchat. According to Bloomberg, Evan Spiegel appointed a popular internal candidate as Chief Business Officer, before rescinding the offer two days later and appointing an Amazon executive instead. Oof.
  • The UK government plans a 2% ‘digital services tax’ designed to hit tech giants, rather than startups. Quite how it will affect global companies with the ability to shift money and legal entities around as they see fit to minimise their tax burden.
The big thought
Credit: Apple
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…

  1. 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.
  2. 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.
  3. 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.
  4. 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?
One big read
 Twitter Should Kill the Retweet Twitter Should Kill the Retweet
Yesterday, a story from The Telegraph suggested Twitter might kill the ‘like’ button. Twitter says it has no specific plans to do that right now, but the online chatter around the idea prompted other interesting ideas, like this one – a retweets a bad thing?
One big tweet
One of the best collections of online weirdness celebrates its first birthday.
Jenn Takahashi
A year ago, I started @bestofnextdoor while procrastinating on my Halloween costume (lol). I had no idea it would turn into what it is today.

Thank YOU for letting me be a part of your crazy neighborhoods and keeping me laughing every day. Love you all 💚

HBD, @bestofnextdoor!
7:33 PM - 29 Oct 2018
That’s all for today...
See you in your inbox tomorrow.
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