Today is the big day for Apple. It could even be make or break for them. Today is their long awaited press conference, where they’re expected to reveal long awaited new products. But the products aren’t the only things that determine whether these things go great or go bust.
You see, these conferences have a lot to do with the speakers themselves and the format. Since 2007, there has been at least 27 such events. They average about an hour and a half, and they have slide demos, live presentations, and videos explaining the manufacturing process. The keynote speaker is usually the Apple CEO. In fact, When Steve Jobs was alive and well, he dominated most of the conferences, only inviting high ranking partners to add their insight. Eventually, he gave such officials more time behind the mic. So is current CEO Tim Cook. He gives others so much time Cook only takes 20 minutes, less than a fourth of the conference, talking.
Other verbal weapons Apple use are humor and confidence. During it’s Worldwide Developers Conference in June 2014, 50 outburst of laughter were recorded. That’s more outbursts than a sitcom taped before a live audience. Nobody is spared. They often make fun of rivals Google, Microsoft, and even their own people. History shows they’re not above playing a prank either. But if you listen closely, there’s a lot of swagger in these conferences. Today, listen to phrases like, “Only Apple…”. That phrase tells the consumer they are the only one that can deliver these goods; don’t even think about seeing our competitors. Whether that’s true or not, well…
It’s a very Smart move on Cook’s part to talk less and let other people talk more. You keep people more engaged and keep their interest up that way. It always helps to lure them in with humor. I applaud them for that part. But whatever they do, they better make sure the product works and delivers. What good is putting on a great show when the product is a major failure?