And the new format allows Apple to use far more employees to make the presentation.
#Apple watch 8 keynote full
My gut feeling is that last week’s 90-minute presentation would have taken a full 2 hours if it had been on-stage in the traditional way. This allows Apple to cover the same amount of information in less time. These pre-filmed product introductions move faster - the transitions between scenes happen at the speed of energetic cinema, not the speed of a human being walking across a large stage to hand the slide clicker to the next presenter. That drama energizes a live presentation. There’s certainly more drama with a live presentation - with this format, entirely pre-recorded, we’ll never see an Apple feature demo fail again. I also personally generally prefer watching movies to live theater - those who prefer live theater might feel differently. I think the new pre-filmed format is a win overall. Interesting things don’t happen over Webex group meetings. Interesting things happen when interesting people are in the same place. A few years ago I got to spend time after a keynote chatting with an up-and-coming filmmaker who shared my interest in The Shining. The hands-on areas after keynotes are useful not just for seeing and touching the products - colors, in particular, demand being seen in person - but for impromptu off-the-record conversations with Apple folks and other invited guests.
#Apple watch 8 keynote movie
A few people had an “ If they’re just going to show us the same movie they’re streaming to everyone, why are we even here?” take, but it’s obvious that the real value of being invited to attend live has always been about what happens after the keynotes, not seeing them on stage live. Media reaction to this was, at least from the peers I spoke with, mostly positive.
So when he took the stage at 9:57 I knew he’d do a short live introduction for those of us in the audience, followed by a filmed presentation that would roll exactly at 10:00 sharp. Steve Jobs often took the stage for keynotes a few minutes late Cook is always precisely on time. I knew we had the answer when Tim Cook took the stage, live, at 9:57am PT.
One meta question heading into last week’s event was what form it would take? We knew it was back in the Steve Jobs Theater - the first event there since 2019 - but would it go back to the way things were pre-COVID, with much of it taking place live on stage? Or would Apple stick with the new entirely pre-filmed format - a format necessitated by COVID but fully embraced by Apple as an opportunity with new potential - and effectively just show a movie to those of us in the theater? Thoughts and Observations on Last Week’s ‘Far Out’ Apple Event Tuesday, 13 September 2022 The Event Itself
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