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  • 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 flashier, but the story hasn't changed.

  • The keynotes always open with a 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.

  • ♪ I happen to like New York

  • ♪ I happen to like this town

  • Apple includes several more videos throughout its presentation.

  • These build suspense leading up to a product reveal.

  • And make a product feel larger than life.

  • Then, it's time for a history lesson.

  • Tim Cook takes the stage, says good morning...

  • 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.

  • Apple Watch has redefined what a watch can do for you.

  • 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 talks in percentages more often than specifics.

  • It's 40% lower power.

  • ... 40% more 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.

  • The iPhone XS Max.

  • Apple doesn't spend time talking about RAM or milliamps.

  • It prefers fancy marketing terms, like Retina or 3D Touch.

  • Then it improves on its own terms.

  • Plus to Max.

  • Retina to 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 to think.

  • Well, you are going to be blown away with the pictures you can take with the iPhone XS's 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.

  • Wasn't that a fun video?

  • It feels like a small presentation you were invited to, not a livestream that millions are watching.

  • Apple's keynotes 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 XS.

  • The Note 10 is built for a new generation.

  • It's a generation that's reshaping everything about how we work and how we live.

  • These days, we're catching up on work email one minute and gaming with friends the next.

  • The line between work and play has 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 iPhone XS.

  • 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.

  • ... that uses intelligent software to make the most stunning portraits.

  • This was only previously possible with pro-level equipment.

  • He's just talking about the iPhone's 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.

  • What the team has done is truly, truly [a] breakthrough.

  • It's called the A12 Bionic.

  • Your photos look stunning on iPhone XS.

  • And it works.

  • These presentations build a 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.

Before we get a new iPhone, we get an Apple keynote.

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Apple's Secret Keynote Formula, Explained

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    林宜悉 posted on 2022/09/17
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