iPhone 16 launch: Steve Job’s charisma, Team Tim Cook’s sharp presentations – How Apple events have changed | – Times of India

In the tech world, few spectacles rival the anticipation and excitement of an Apple event. These product launches have become a cultural phenomenon, evolving significantly from the Apple co-founder Steve Jobs’ era to Tim Cook‘s reign. Let’s take a stroll down memory lane and see how these iconic presentations have changed over the years.

Steve Jobs’ era of showmanship

Back in the day, Steve Jobs was the maestro of the big reveal.His presentations were a masterclass in showmanship, often punctuated by his famous “One more thing…” catchphrase. Remember the original iPhone launch in 2007? Jobs had the audience eating out of his hand as he unveiled “an iPod, a phone, and an internet communicator” all rolled into one sleek device.

Jobs’ style was all about simplicity and impact. He’d pace the stage, using plain language to explain complex technology. His enthusiasm was infectious, making even the most tech-averse viewers feel like they were part of something revolutionary. Who can forget his gleeful demonstration of the first iPad in 2010, casually lounging in a chair while browsing the web?

Another unforgettable introduction was that of the MacBook Air in 2008. In a moment of theatrical brilliance, Jobs pulled the ultra-thin laptop out of a standard manila envelope, eliciting gasps and applause from the audience. His black turtleneck and jeans became as iconic as the products he introduced.

Cooking up change: Apple’s new event recipe

Fast forward to the Tim Cook era, and you’ll notice some changes. Cook, taking the helm in 2011, brought his own flavour to Apple events. While lacking Jobs’ theatrical flair and a moment of his own, Cook’s presentations reflect a more collaborative approach. He often shares the stage with other Apple executives, each showcasing their area of expertise.

The events themselves have become grander affairs. Apple Park’s Steve Jobs Theater, opened in 2017, is a far cry from the modest Cupertino auditorium of yore. The set designs are more elaborate, with stunning visuals and slick animations accompanying each announcement.
The COVID-19 pandemic brought another shift. Apple’s virtual events, starting in 2020, set a new standard for pre-recorded presentations. These polished productions, with their drone shots and seamless transitions, showed that Apple could innovate not just in products, but in how they present them too.
But it’s not just about the packaging. The content has evolved too. Under Cook, Apple events have expanded beyond hardware to emphasise a broader range of topics and showcase its expanding ecosystem. Today’s Apple events feature a rotating cast of executives, each spotlighting different aspects of the company’s expanding product line.

Deep dives and dazzles: Cook’s Apple unveils more

While Jobs was known for his ability to simplify complex concepts, Cook’s Apple dives deeper into the technical specifics. Keynotes now frequently include detailed how-does-it-work of chip architectures, machine learning algorithms, and even for components like displays, and camera sensors.

For instance, the introduction of Apple Silicon saw extensive discussions on CPU and GPU performance, neural engines, and power efficiency – topics that might have been glossed over in earlier eras.
We see all this in the most recent “It’s Glowtime” event yesterday, where Cook & co. unveiled newest of iPhones, and even the showcases in yesteryears. The slick transitions, several people taking the stage, and diving deep into what’s new in there.

Also, it’s no longer just about the products. Apple events are now a showcase of the company’s broader vision, from environmental initiatives to health features in their devices. From Apple Watch’s health features to the environmental impact of product manufacturing, these events now paint a comprehensive picture of Apple’s role in consumers’ lives.
Even though some may say that the overall tone of Apple events has become less flamboyant under Cook’s leadership, they haven’t lost their capacity for humour and entertainment.

Craig Federighi, Apple’s Senior Vice President of Software, affectionately nicknamed “Hair Force One” due to his impressive silver mane, continues to bring a new dimension of levity to Apple events with comedic interludes. From dramatically summoning an iPad with “Magneto powers” to Federighi and a crew parachuted out of an Apple-themed jet to reach the event, Federighi’s antics have become a highly anticipated part of each keynote.

Federighi isn’t entirely alone too in bringing entertainment to Apple events; Cook and other executives have joined in as well. At last year’s “Wonderlust” event, Tim Cook co-starred in a comedy sketch with Academy Award winner Octavia, which was to show how much committed Apple is to nature, and it was funny. Although it may not have gone well with some people, it did add a ‘never-seen-before moment’ to Apple event.

Similarly, Apple called almost the entire Hollywood to woo the audience at the launch of Apple TV+. The event saw appearances from renowned directors and actors. Before that there was Lana Del Rey, appearing at the October 2018 event in Brooklyn, where she performed her then-new single “How to Disappear.”

The showman might be new but Apple still knows how to put on a spectacle

So, there’s enough entertainment factor, technical deep dives, and even ‘oddly entertaining’ skits – all shot so craftily – that you might for a moment think you’re watching a movie.
However, like everything this evolution/change also hasn’t left some longtime Apple enthusiasts yearn for the more intimate feel of Jobs’ presentations. Their line of view is that they miss the rawness of Job’s era events.
But then, as most will agree – no matter who’s on the stage, some things remain constant. The attention to detail, the slick product videos, and the “magical” adjectives are still very much alive at Apple Events. And while we may not get the “one more thing” surprise as often, one thing’s for sure – whether it’s Jobs’ dramatic unveilings or Cook’s more subtle showcases, Apple knows how to put on a show that keeps us all watching.
But Apple, can we please go back to live events? As me and many other longtime Apple enthusiasts yearn for.