Apple's live events are probably a thing of the past, and that's sad
This year's WWDC keynote was another shiny, practiced, and well-oiled presentation for a bunch of new things coming down the pipe. It's a clear sign that Apple's is probably done with the way it used to handle announcements -- and that's sad.
Tim Cook at WWDC 23
The coronavirus pandemic changed a lot of things, but in-person events were always expected to go back to normal. For the most part that has definitely happened, but it sure looks like Apple's not quite ready to jump back on that particular bandwagon.
This year certainly seems to cement that reality, with the company actually inviting people to Apple Park to watch the same video remote folks would watch of the big unveilings. They could have done it live, had people sitting in seats in front of the executives as they brought out hardware to demo, both the devices and new features.
But we're probably done with all that now. Apple has chosen to move away from keynotes and events that may invite potential issues, where the hardware and software might not work as intended and therefore raise concerns before anything launches.
But there's entertainment in embracing the chaos, letting there be some room to see how these devices and software work in the real world -- even if they're all still being tested. Apple might be in the entertainment industry these days, but apparently it's not willing to risk showcasing its features and hardware not working exactly how they should anymore.
It's not like there are a lot of examples to pull from. It's certainly not a secret these days that the original iPhone was basically working on a wing and a prayer when Steve Jobs demoed the device for the first time on stage.
Jobs also ran into an issue with Wi-Fi of all things when he unveiled the iPhone 4. One demo unit wasn't able to load content while connected to Wi-Fi, so he tried to switch to AT&T's 3G network -- which also failed. It was a genuinely funny moment that Jobs made the best of, and even got feedback from the crowd.
Craig Federighi tests TrueDepth Camera in iPhone X
Years later, Craig Federighi would step up on stage to showcase Face ID in the iPhone X with a "failed" demo. He tried to unlock the device with just his face, like the feature is supposed to, but ultimately had to resort to using a passcode to get in.
There was laughter and plenty of finger pointing, but, in the end, it all worked out.
Thing is, in both those instances it actually wasn't the hardware failing. For the iPhone 4 there were just too many devices in the theater connected to Wi-Fi, and therefore the iPhone had trouble loading content.
And, the Face ID fail was actually the device working as it should, as too many people had been using the demo phone and Face ID kept trying to authenticate with Federighi's face. That led to the device demanding a passcode for security.
Imagine Tim Cook on stage, wearing the Apple Vision Pro while it's connected to its portable battery and it just doesn't work. The battery's dead because someone forgot to double and triple check. He's up there with a dead unit, trying to talk about how great it is and how helpful it is.
Instead, Apple practiced and worked it all out in predetermined and controlled conditions. Everything was designed to work exactly the way it should, with pre-recorded demos and everything in between.
This is great for Apple, because it shows the strengths of what's to come -- but it does remove some of the fun, some of the entertainment. Not that anyone wants everything to fail in some way or another, but it is kind of sad to see that live events from Apple might have already gone the way of the dodo.
Plus, it's especially strange when Apple's primary competitors, Google and Samsung, are out there doing live events again. Apple is a company that touts its connections to people, but apparently live keynotes don't fall under that umbrella anymore.
Read on AppleInsider
Tim Cook at WWDC 23
The coronavirus pandemic changed a lot of things, but in-person events were always expected to go back to normal. For the most part that has definitely happened, but it sure looks like Apple's not quite ready to jump back on that particular bandwagon.
This year certainly seems to cement that reality, with the company actually inviting people to Apple Park to watch the same video remote folks would watch of the big unveilings. They could have done it live, had people sitting in seats in front of the executives as they brought out hardware to demo, both the devices and new features.
But we're probably done with all that now. Apple has chosen to move away from keynotes and events that may invite potential issues, where the hardware and software might not work as intended and therefore raise concerns before anything launches.
Embrace the chaos
One can't really blame Apple for this. This is a company that, even when things go right on stage for everything else, they can get lambasted for their "courage."But there's entertainment in embracing the chaos, letting there be some room to see how these devices and software work in the real world -- even if they're all still being tested. Apple might be in the entertainment industry these days, but apparently it's not willing to risk showcasing its features and hardware not working exactly how they should anymore.
It's not like there are a lot of examples to pull from. It's certainly not a secret these days that the original iPhone was basically working on a wing and a prayer when Steve Jobs demoed the device for the first time on stage.
Jobs also ran into an issue with Wi-Fi of all things when he unveiled the iPhone 4. One demo unit wasn't able to load content while connected to Wi-Fi, so he tried to switch to AT&T's 3G network -- which also failed. It was a genuinely funny moment that Jobs made the best of, and even got feedback from the crowd.
Craig Federighi tests TrueDepth Camera in iPhone X
Years later, Craig Federighi would step up on stage to showcase Face ID in the iPhone X with a "failed" demo. He tried to unlock the device with just his face, like the feature is supposed to, but ultimately had to resort to using a passcode to get in.
There was laughter and plenty of finger pointing, but, in the end, it all worked out.
Thing is, in both those instances it actually wasn't the hardware failing. For the iPhone 4 there were just too many devices in the theater connected to Wi-Fi, and therefore the iPhone had trouble loading content.
And, the Face ID fail was actually the device working as it should, as too many people had been using the demo phone and Face ID kept trying to authenticate with Federighi's face. That led to the device demanding a passcode for security.
More of a refined look
That's probably the reasons why Apple wants to move away from the live events. Because other issues can crop up, which can weaken the demo of whatever new thing they are showing off.Imagine Tim Cook on stage, wearing the Apple Vision Pro while it's connected to its portable battery and it just doesn't work. The battery's dead because someone forgot to double and triple check. He's up there with a dead unit, trying to talk about how great it is and how helpful it is.
Instead, Apple practiced and worked it all out in predetermined and controlled conditions. Everything was designed to work exactly the way it should, with pre-recorded demos and everything in between.
This is great for Apple, because it shows the strengths of what's to come -- but it does remove some of the fun, some of the entertainment. Not that anyone wants everything to fail in some way or another, but it is kind of sad to see that live events from Apple might have already gone the way of the dodo.
Plus, it's especially strange when Apple's primary competitors, Google and Samsung, are out there doing live events again. Apple is a company that touts its connections to people, but apparently live keynotes don't fall under that umbrella anymore.
Read on AppleInsider
Comments
If one were attending in person, a live event would be more exciting, but how many of us actually ever have the opportunity to attend in person? And, frankly, even the live events were scripted and rehearsed, and the only person who was ever going to go off-script was Steve Jobs, so we aren't really missing anything in that regard. (I was at the WWDC right after Jobs returned to Apple, and I wouldn't have missed the Q&A session he did there for the world (the one where he talked about taking the Newton out back and putting a bullet in it's head, among other topics) but those days are, sadly, long behind us.)
There is some irony, though, that the Steve Jobs Theater was designed and built to host live events and they stopped doing them almost immediately after it was "opened".
Presentations, especially product presentations and keynotes, should be live and with a live audience.
I cringed every time Craig said 'next!'. He just looked unnatural as did most of the people chosen to present something.
It was almost pantomime style energy.
Something was wrong and the musical lead ins were just awful IMO.
Bring back the edge, tension and nerves of truly being up on stage!
Having pre-recorded presentations like WWC allows for more information to be conveyed in precise, concise fashion, using graphics to help illustrate all the technical reformation. Live is good but pre-recorded is better. Just like meetings Zoom, Webex, FaceTime etc. is the new norm one of the benefits of the pandemic. Can’t wait to attend a zoom meeting using Vision Pro.
What I *do* think is coming is events produced specific for watching on the Vision Pro; likely not exclusively so, but "here's the cool feed link." Pretty sure Steve would have enjoyed that demo/unveiling of the first iMac in 3-D. Remember the camera guy walking around stage? We were wowed.
The nerves. The emotion. The drama.
It could have gone terribly wrong. That's the point.
A sterile, scripted, advertisement just wouldn't be the same!
And then there is audience engagement. If you have people watching at the place don't play them a video!
Some of my best memories are from connecting with someone on stage.
Four minutes into this song at the Marquee, I was a jumping, screaming, fist throwing MF!
Be warned. Lots of swearing!
Maybe too much for Tim (LOL) but when you're up there you give it your best. Even when your best might end up a bit wacky. Yes, Steve Ballmer, I'm talking about you!
That's because they are not, and never will be, Steve Jobs. He had a presentation style that was second to none, not only within Apple but the entirety of business.
I don't want a presentation where it goes wrong, I want a presentation where it goes right and there aren't distractions along the way.
I don't necessarily want to see the return of live demos by third-party developers or live music performances to Apple keynotes, as too often either the presenter was not particularly compelling or the segue to/from those performances was awkward. I don't even necessarily want to see the return of live demos by Apple's own people (as in the Steve Jobs days) because Apple's recent prerecorded demos of new products have been produced so beautifully that I'd miss them.
A hybrid approach would be great, in my view. I'd like to see Tim Cook back on stage as the master of ceremonies for a live audience, delivering Apple's wide-angle viewpoint and introducing various Apple staffers to do focused product announcements. If the product demos themselves are slick, prerecorded videos, fine by me — prerecorded videos are likely more informative to the countless viewers watching online than the live on-stage demos were.
When Steve Jobs introduced the original iPhone? Magic. When Tim Cook opened their October 2018 event to an enthusiastic live audience in New York City? Electrifying. When Phil Schiller said "Can't innovate anymore, my ass" and the audience rewarded him with laughter and sustained applause? Quite entertaining.
I would like Apple's keynotes to have at least some live aspects because moments like those are worth seeing and remembering.
Yes. There is the risk of crashes, glitches and all manner of problems but nobody watches hoping things will fail. That would be crazy but it all adds to the event. To the moment.
People want to feel part of the show. Being there 'live' adds to the event and so does watching live over a broadcast in real time.
Watching a pre-recorded video just isn't the same.
I'm not a fan of Tim Cook giving presentations. He sounds stale but I'd take him over a prerecorded video any day.
Schiller was fun. Craig's mix nerves and fun (not taking himself too seriously) was endearing.