Apple's Secret Keynote Formula, Explained | Tech Insider 

What Apple is doing is similar to what Coca-Cola does. Coke never describe what the drink taste like or what benefits you will have from drinking it, it illustrate the lifestyle, the happiness, the joy and conversations and fun you will have while drinking Coke. Apple is doing that same thing. Apple is selling you a unique vision of what life is like with this amazing products that they made for you. It is the art of Selling or salesmanship.

Get this , NO ONE CAN PRESENT BETTER THAN CRAIG ! Facts

Wow 😮 Apple is the king of keynotes Never realized that

They’re the best at Marketing, that’s their secret

The audience clap for literally everything.

Even as an Android user I did appreciate the first iPhone launch. They know how to present their product.

It Makes you think how they become a trillion dollar company.

Soon as I saw the note 10’s introduction, I just laughed very hard. Samsung’s trying hard to be like Apple when in fact they could not.

The comparison part on how Samsung deliver their Note 10 vs Apple’s iPhone XS presentation is so true 💯

Telling a coherent story instead of having a stiff presentation is what we were taught in business school 😅 I guess it’s really the secret to great marketing and sales

From an English teacher’s perspective, good introduction to students on use of adjectives and superlatives and words like exaggeration. And how to keep audience/students engaged!

Watched samsung keynote and i easily get bored tbh. Unlike apple keynotes.

Throughout all my university life I modelled presentations after apple. Simple onscreen messaging, descriptive words, plenty of imagery. It worked wonders and is a fantastic formula not only for marketing but explaining concepts and ideas.

If there's anything I have learned from Apple is to make really great & clean presentation 😊

The only apple product I can afford is apple juice

I liked Tim Cook's "Good Morning" every year he greets! 🤭🍎🤳

Steve Jobs: "This is the day, Apple make revolutionary product" Tim Cook: "Good morning...."

we are like moths dancing with the flame in their presentation then get burn.

I use Tim Cook style presentation during my college presentation and I have to say, the presentation style make the audience listen and pay full attention to your presentation. One of the main reason is because they think you tell an amazing story and they want to know what happens next. If you want to achieve this kind of style you need to perfect these 2 categories. 1.The presenter - tell the the importance of the product and how the product enrich your lives - tone of voice must be present when emphasis certain words (mostly superlative). Dont speak like a straight line -be prepare to compromise the script 2 The presentation - Pictures and as little words as possible (a pictures worth a thousand words) - motion effects for emphasise - quotes by somebody and the end or about the product - use percent instead of decimals when explain The bad side of this style is the presentation time. Tim Cook presentation style takes longer duration of time to explain and you don’t actually feel its already passed 30 minutes or 1 hour or 2 hours. Its feels like you just present like 1 or 2 minutes or so.

Me: Have iphone 5 Also me: want iphone 11 Again me: plants my iphone 5 hoping to sell all future harvest from my apple tree to buy iphone 11

I first watched this video when it came out by tech insider over a year ago and the ideas and the theories on why apple is so successful selling their products inspired me to become a better presenter and marketer myself, thank you tech insider!

The awesomeness of Apple's products helps a lot, too.

Apple is the keynote king. Microsoft, Google and others are following their formula and are also doing it well.

Introducing Apple pop... The revolutionary beautiful powerful popsicle evermade. People applaud and go crazy

And this is why power words, being direct and avoiding jargons as much as possible will triumph sales.

His “Good morning” is iconic

Other companies introducing MP3 Players: 5 GB of internal space. Apple when introduced iPod: 1000 songs in your pocket. This is the best exampke of Apple presentation and success

It’s all about the marketing for any product and Apple is the king of marketing!

I attended one of the keynote, and it was crazy!!

Beside their not so special products, we have to appreciate their keynote performance. I learned from them and my keynote is a huge success

You can say whatever you want about Apple and their presentation, but they've got the products to back it up!

Gonna give it to them, they are masters at marketing

When I was in primary school, I would watch keynotes 3 to 5 times without skipping and I replicated their presentation style and have gotten pretty decent or better grades for all my presentation projects. Everyone love my slides.

A normal tea cup: $9 A normal tea cup with *Apple logo:* $999

Absolutely fascinating! The science and mastery of marketing demonstrated in full force each year with Apple's presentations. Certainly after the presentation, people will start going over the numbers and go like "WTF is this low-spec shit!"... Apple's detractors aren't wrong. Many of them hate how they have taken control of the consumer tech industry with an emphasis on form over function. They made it a luxury to own their smartphone. But this presentation is at the core of what makes Apple special: The human story of how this particular product will "change the world" or "make everything better". Google could make something like this, but I'm not so sure about Samsung. Xiaomi in China has tried to duplicate this, but they are missing the "human" element. They duplicated the looks of an Apple presentation, not the "ideas" behind it.

Apple is a fascinating company all from production, marketing, and selling its products

i like apple a lot im using a macbook right now

"Tim Apple" 🍎😂😂😂

Apple's Secret Keynote Formula was amazing

They also have the products to back it up otherwise they would've gone out of business like they almost did in the mid-'90s!

they so good in marketing the audience will become a kid and make clap and wow ❤️😊🤗

I have respect for the people on stage, which are presenting

I never bought iPhone through an Ad. I always saw my friend’s iPhones before I buy one. The design was beautiful! Not plastic looking like other phones. This is at the time of iPhone 4! Once I saw iPhone 5s of another friend. I was hooked, I really liked the ability to hold the phone in the hand. That’s the year they launched iPhone 6 and I didn’t buy that but iPhone 5s. Not all people buy iPhones because of this Keynote. It’s just beautifully made, I haven’t seen a phone this beautiful! Samsung and One Plus simply don’t compare in this category and let’s not talk about Android! I really don’t like it, it hangs a lot. I bought my mother an iPhone due to this reason and she loves it, she doesn’t want to switch back because of how smooth the software is!

I just wish the products were still as premium as the brand/price.

Apple creates markets for new products! They make pathways and others try to follow. What a great company!

A PowerPoint presentation with a default theme and Calibri as font will work just as fine. Joking, to these keynotes are amazing.

People say apple is expert salesman, marketing company, etc. But apple employ thousands of engineers from industrial to software. They designed and engineered a product and their customers are happy (yes, not all) and loyal.

Makes total sense, that's why they are not ashamed that their innovations are too late because they know how to market and present old features well. Team Apple you clever company 😤

and videos like this reinforces apple's intentions

Apple presentator are first rank on story telling competition...

I love this video. it's so precise! A lot of things that we can learn from an amazing tech company.

I agree, it seems there is a subtle difference between the Jobs era and the current one. With Jobs, you could tell he honestly believed it, which conveyed a genuine excitement to share. Whereas currently it does feel like they’re trying to establish a narrative to get the sale.

Apple's secret formulae is Apple Cider Vinegar

Their launch videos are second to none. And their products are above average. When they say their phones or watches are outstanding, they’re not wrong.

Oh look!! it’s Tim Apple!!

Craig Fedirighi is a great showman

"Best iPhone we have ever created" Cringiest line they can ever say. each year 😒

Even though iPhone get leaked, they still managed to make us hyped for new iPhone

Watching this video again after a year, still wondering why this hasn't crossed 1M views

Marketing lvl over 90000

This is the key to any successful public presentation. Move along, folks.

I always like how Apple presenting their new products. they can make their new products feels like extraordinary by putting catchy marketing terms like "Super Retina Display" , "A12 Bionic" and also the crowds are very active giving clap and its makes the presentation perfect

This is the most peaceful comment section I’ve seen without a war between Apple and Samsung

Thanks for the tips as to how i should present during my presentation in my university.

Apple is the company, which was built to complete your dreams and live what you want. Apple is a part of everyones’s life. They made it easy and that’s there speciality.

Yeah its definitely true that they are the experts in presentation I watch their presentation every year but in back of my head I know that I am not gonna buy that thing . Pretty epic stuff 👌

brings back nostalgia to Steve Jobs' Keynotes...

That Samsung presentation 😂

They know exactly how to sell their products bc they made it to help people to live better with technology not like other companies who basically just competing with each other

presentation will never br great without the support of great product trust me

Consistency is the key. Consistently similar presentations for consistently similar produtcs throughout the years.

THE BEAUTY OF SIMPLICITY

Even so their products are truly great and customer service second to none, only prices are wrongly going since 3 years ago

Apple used to be a product innovator, now it's an exceptional marketer.

Apple aren’t lying. Everything they’ve said is true.

2 more days until we can hear GoOoOOoOooD mOrNnNinG!

The difference between Steve Jobs and Apple keynotes today is that the superlative words Steve used back then weren't superlative.

Apple's chip for iPhone or OS for their PC or ecosystem for all their line up, it really is breakthrough tho . Even linus and marques confirmed

Even though we know it’s marketing, the Apple presentations do seem nicer ;-) Though I would like to hear less cheering/clapping on presentations by anyone. It’s probably part of the marketing too lol

I now want a video that shows Tim Cook saying ‘good morning’ from every Apple event.

Great breakdown. Well done!

sponsored by apple

Presenters at Apple actually seems excited about the product they talk about, where as Samsung or Microsoft employees just feel Like they are here only for reading specs.

For me it doesn’t matter why the presentation is so good. I know that in performance the iPhone might be better. But the design maters most to me. The design of the brand the product and the advertising for the product.

iSheeps everywhere!

Well all though I like the video, but Apple products are awesome , from the design to performance to security to life span, this is from the perspective of someone who lives on the other side of the globe and can’t afford to buy them, but yet I own an iPhone XS and sometimes while using it in some situations where I expect some headache and then it turns out to be just plug and play and feel the convenience I’d say to my self I’d be glad to paye more for it if they asked for. Bottom line I feel my self lucky to try apple products and judge and not rely on videos like yours to decide.

Spot on

A really nice and most importantly OBJECTIVE video

Of course this is right but we’re not just talking about beautiful products. They presents even a high level of quality and precision that most of other phones can only dream 😴. (I hope what I just written is grammatically correct, otherwise scusatemi sono italiano😉)

4:05 Notice how Samsung is talking about a seamless experience but the screen (or the walls) they're presenting on are discontinuos and the phone is projected with a big chunk of it missing in the middle. That doesn't sit well with the audience subconsciously and casts doubt on their claims of a smooth experience, even though there is, of course, no real link between the two. This falls under the broader context of "perceived quality", a fascinating subject if you are interested in learning about how manufacturing and marketing are interlinked.

You sell the experience, not the product! Business 101.

very true

Before Keynote 19

"That same segment said beautiful 7 times...." Me: Looking for where it said beautiful once.

This is worth billions

the lack of articles in those events always make my skin crawl

I've lost count how many times they're "excited to announce today..." Probably x10 more excited than the last.

she forgets to add that apple products just work and are truly beautiful. Which makes people want to watch the keynotes.

Plus to max was just because the plus suffix is now used for their services like Apple TV+ or Apple news+

awesome!