![]() Of course, they weren't natural at all: they were prepared for weeks, scripted and rehearsed and re-rehearsed, not only by Steve and the other speakers, but by any employee whose product was mentioned in the presentation. The beauty of keynotes was that the whole show appeared completely seamless, one segment following another in an almost natural way. You can see some of these 'tricks' in our video page At some events, the audience was also treated with a musician's guest performance to close the show. Then, at the end, would come the biggest announcement (typically preceded by Steve's 'One More Thing…' joke) where the most important new product was unveiled. developers), product demos, or new commercials. Then a series of mini-segments would follow, either introduction of minor products such as software upgrades or product line refreshes, guest speakers (e.g. Steve Jobs typically started his keynotes by some corporate news, such as the company's revenues or retail store numbers. Toward the end of Steve's career, he only made about four keynotes a year, including the developers conference (WWDC) keynote in the summer, and the iPod event in the fall. The company even justified its progressive withdrawal from all Macworld shows by the increasing number of visitors to its stores. Not only had online video streaming become widespread, but Apple could rely on its chain of retail stores to show off its new products. Steve Jobs at the iPhone introduction keynote, Īs the 2000s progressed, keynotes became rarer. He also spoke at discrete media events and often at the desktop publishing conference Seybold. At the time, Jobs spoke at Macworld San Francisco in January, at Macworld Tokyo in February, at WWDC in May or June, at Macworld New York in July, and at the Paris Apple Expo in September. ![]() The Apple keynotes were more common in the early 1990s, because broadband Internet and video streaming were far from mainstream yet, making it necessary for Steve Jobs to physically go and preach the Apple gospel in several cities, and for the company to hold conferences to show off their new products. While he was notoriously a capricious speaker who refused to rehearse in his late twenties, he perfected his art at NeXT, and came back to Apple as the best showman of the industry. During his second tenure at Apple, between 19, he appeared 4 to 7 times a year (when he was healthy, of course) to unveil new products during one of his trademark 'keynotes'. Steve Jobs's celebrity and charisma made him "the closest thing to a rock star in the world of business". Apple is famous for its entertaining, world-class product presentations, that attract press coverage (read: free advertising) from the entire world - and there is no debate as to who built this reputation. ![]()
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