09 September, 2014

Hidden structure of the Apple keynote

The Apple keynote is the tool the company uses a few times a year to unveil its other products to millions of people.

By the numbers:
The Apple Keynotes podcast on the iTunes Store lists 27 events since Steve Jobs unveiled the first iPhone on Jan. 9, 2007. (A few are missing.)

They are an average 88 minutes long, with a similar look and feel—a minimalist slide presentation with live demos from Apple executives and industry leaders, punctuated by videos explaining Apple’s design and manufacturing processes.

Who’s on stage?

When Steve Jobs was running Apple and healthy, he dominated the stage. During Jobs’ finest performance—his 2007 iPhone “Stevenote”—he spent more than 90 minutes on stage. Later, Jobs gave other executives more stage time,
notably Phil Schiller—Apple’s head of product marketing, who subbed for Jobs during his medical leaves—and Scott Forstall, a long-time Jobs protégé that Apple CEO Tim Cook dismissed in 2012

Cook has smartly taken a different approach. He instead plays emcee at Apple events, typically kicking things off with a company update, mixing in a few dry gags about Apple’s competitors, then handing off the reins to Schiller for hardware introductions and Craig Federighi, Apple’s head of software engineering, for OS updates.

What if you just want to know what the new iPhone looks like? On average, it has taken about 45 minutes to get to that part. But more recently, it has been shorter hope it stays that way for today's launch