This week, I was fortunate enough to attend the Apple Event to release the new products. I had been wanting to attend this event for a while and I was so excited to actually be there in person. It did not disappoint. Actually, I was blown away by the event and felt all the excitement in the audience as each product was released. Apple dropped the hammer with a new iPad, iPhone, updates to Watch, Pencil, and Apple TV. Apple has set the standard for product launches and in this post I want to share some of the secrets that has propelled these events to the top of the business world.
- Use lots of pictures. Pictures indeed are worth a thousand words and Apple’s slides have few words and many beautiful images.
- Tell a story. In Apple’s product videos, they use the medium of story telling wonderfully. They don’t just say what the devices can do, but show how the products change people lives.
- Eliminate extra words. In Apple presentations, each word is carefully chosen for maximum impact– whether for describing, storytelling, humor, etc.
- Move efficiently through the event. Apple efficiently hands off the stage to each speaker and the event runs incredibly smoothly.
- Pull elements from other mediums– Apple masterfully created short videos on many of the products and in a venue like the Billy Graham Auditorium that is built for music with high quality audio, the movies created a cinematography experience. I sometimes couldn’t tell if I was at a movie or tech event and that is a good thing.
- Eliminate distractions– Apple strives for minimalism and the stage, slides, and products themselves are perfectly designed with no excess. Presentation-wise, this puts the focus on the products and presenters and holds the audiences’s attention.
- Finally, surprise the audience. After an stellar event with a slew of new products, Tim Cook surprised everybody with a live concert by One Republic! They came out on a moving stage and rocked the building with a 3 song set. The element of surprise is used by Hollywood, magicians, comedians, and Apple carries on this craft masterfully for tech events.
What an incredible event and I look forward to attending again in the future. See if you can incorporate some of these into your own personal or business events and presentations.