It’s easy to be cynical about Apple’s finely tuned hype machine. The net effect is to drive the fan base into a frenzy as event day approaches, priming them to treat whatever the company showers upon them as pure gold. The “unexpected surprise” element of the wonder algorithm is why Apple places such a phenomenally high premium on secrecy. It was the internet in your pocket. (Apple knows that the best way to extract money is to be in people’s pockets.)īut ultimately, what makes Apple Events magical is this: Apple Events are purpose-built to engender wonder - yes, just like in the title of today’s event, “Wonderlust.” Wonder is, simply put, “mystery” plus “joy” - a wholly unexpected surprise that triggers a sudden jolt of pleasure and inspiration. The iPod wasn’t an “MP3 player.” It was “a thousand songs … right in my pocket.” And the iPhone? It wasn’t just a phone. But the real sleight of hand in how Apple simplifies tech lies in how well presenters home in on a single, clear idea that brings to life what the experience will be for the end user. There might be a few numbers and benchmarks in Apple’s product presentations, but they’re carefully curated - and often cited as multiples (10 times faster twice as long) or comparisons (thinner than a pencil). They winnow complicated technology down to key features that audiences can readily understand They’re not protagonists in this story they’re humble non-player characters, offering up magical tools to aid the audience in their journey. And presenters are careful to not overshadow the devices, standing with composed faces, speaking in carefully flat, measured tones, and making gently symmetrical gestures. Whether it’s a music player, a magnetic wallet or a new style of cable connection, even the simplest Apple innovations get a level of reverential treatment that Hollywood icons can only dream of.
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