Apple's Secret Keynote Formula, Explained | Tech Insider

Apple's keynotes have been an essential part of its brand for over twenty years. The techniques Apple's presenters use may not be immediately obvious, but they are effective, and they create enormous anticipation prior to Apple's multiple product launches. Watch the video above to see how an Apple keynote's structure breaks down.
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Apple's Secret Keynote Formula, Explained | Tech Insider

[@jamsbong]

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.

[@yeetedandi]

James B all I heard was the Coca Cola song 🎵

[@AANation360]

Great analysis

[@GustiPasha]

Harvard wants to know your location!

[@firmangobi6477]

James B

[@bruhmode3041]

If I am not wrong the guy who took away company from Steve Jobs used to work at Coca Cola

[@bende2479]

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

[@szairon4051]

Agreed

[@abdulhannanmasood3784]

Agreed too

[@faft]

exactly 🤝

[@valent666]

Dumb people will buy into it

[@albabyahya]

@@valent666 lol you

[@thetacoguyy]

The audience clap for literally everything.

[@tzwacdastag8223]

Apple's secret formulae is Apple Cider Vinegar

[@QuarioQuario54321]

Eduardo J Perez Excluding stands

[@qlvinc]

_GrouNdbrEaKing cAmErA, WiTh tHe mOsT gOrGeOuS DiSpLaY iN aN iPhOne_

[@AtomicSymphonic]

It is a bit of an open secret that the first few rows of audience in Apple's presentations are Apple's employees, planted there to give a positive impression of what's being shown.

[@kkoesoemo]

And it gets irritating every year

[@bhargavdeo8639]

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

[@jey7996]

straight facts right there

[@yellow13_]

True that

[@aaryanaggarwal]

Indeed

[@prakash9308]

Bhargav Deo jobs can

[@GarvGupta2]

They don’t let him nowadays

[@jackkraken3888]

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

[@qazmko22]

I just rewatched that.. it makes me want to switch.. to the iPhone 1! lol

[@chichan9013]

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

[@wifine1951]

Chi chan by not being nice. The many dongles and charging

[@VeggieBond]

I see ur comments everywhere

[@peterbreis5407]

By exagerating, but actually having at least something to back up their claims. Other companies simply lie and hope you won't notice.

[@JackieWelles]

@@peterbreis5407 Yes Apple don't lie, they just don't talk about problems when there are problems existing in their device's and often denies it as long as they can before the problem becomes so widely known that they can no longer hide so they pretend like they really didn't know and give you something like "free repair service for limited time" and hopes that you will forget it.

[@peterbreis5407]

@@JackieWelles I've had Macs for 35 years, was at one stage a VAR, so I can bag Apple all you want, but like the famous Churchill quote about Democracy, its absolutely the worst choice of all... except for all the rest! :)

[@applefanchannelpromax5178]

Wow 😮 Apple is the king of keynotes Never realized that

[@albanos.13]

Apple Fan Channel they have always been

[@originalx136]

Alban Osmani have you ever heard of sarcasm

[@wesleytenacity_]

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.

[@walterthebullterrier9633]

LMAO

[@soilder_of_allah]

I chewed my carrots loudly when the note 10 presentation came up

[@vincornito2305]

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

[@user-fz4mv3bk4z]

vin cornito same this literally happened 3 weeks ago at note 10 event

[@kylehudsons]

I prefer hearing specs than some ambiguous 5x increase , double the battery life... Although this is probably because I prefer to hear cold hard facts cuz I was an engineering students and never liked ambiguous description of anything... So hearing specs makes me able to gauge how the product will be more better than just superlatives~

[@sasuke.uchihaha]

I fell asleep on the presentation for the Apple TV+ service

[@APFLAC]

That is true. Even tho im using samsung. The reveal of Iphone X wheew that was amazing

[@plankboygame9492]

Exactly, and they're mostly cringe lol especially their jokes

[@syafiqdesign97]

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

[@ruejr]

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

[@Starmannico]

The only apple product I can afford is apple juice

[@dbsirius]

straw sold separately at $999

[@Starmannico]

@@dbsirius lol

[@litsportsclips4725]

Starmannico definitely not heard this before

[@Starmannico]

@@litsportsclips4725 I know right I am so original

[@brandonh9016]

Does it come with 3 cameras?

[@Rayman96]

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.

[@lifelinerodz7703]

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

[@JokoJMC]

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

[@Ncloud]

Steve was more charismatic

[@aladem5145]

You can’t reinvent the wheel every year

[@SNOWOO]

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.

[@memories163]

Dude dude take it light,I appreciate your hard work and all it’s nice, but just chill for now. Sup.

[@joerobinnettebiden4723]

I am in the 10. grade and I want to learn how to do this kind of presentations.

[@shawnkhoo1949]

@@memories163 lmao

[@akshually03]

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

[@shengyi1701]

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!

[@tzwacdastag8223]

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

[@monkeyguy80]

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

[@whiterider1414]

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!

[@Daxtely]

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

[@walterthebullterrier9633]

@@ay_kay_en true

[@macdieter23558]

In Germany we say :"Wer nicht kapiert, kopiert!" which means :"Those who don´t understand, copy!"

[@bryan.canelas]

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

[@AtomicSymphonic]

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.

[@jugengawande3789]

Apple sells only one thing that humans value, a STORY. It’s what gets it’s users booked and involved with the brand. Apple products are usually not great on paper specially for the price, but they think about design equally as function which not a lot of companies honestly do. So a great story and beautiful products that just work is like a secret sauce.

[@JustFunGames_010_]

Specs ain’t everything man, iPhones best all the other phones in performance every year cause the Hardware and the Software are in sync even if they have lower specs overall

[@wifine1951]

It’s because they have a clear message. They care about the customer. Their entire branding is also on privacy. They out us first. On the presentations

[@hk5588]

True

[@augustogalindo8687]

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

[@tzwacdastag8223]

Apple's secret formulae is Apple Cider Vinegar

[@pandoraq9034]

Alex?!

[@tzwacdastag8223]

@@pandoraq9034 You meant Alexa

[@QueenElsaVeganfromEurope]

@@tzwacdastag8223 Nope he meant Alex the cat

[@tzwacdastag8223]

@@QueenElsaVeganfromEurope lol

[@kanishkaralasi7408]

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

[@walterthebullterrier9633]

nice

[@guessmyname1104]

"Tim Apple" 🍎😂😂😂

[@jasonpatrickdeleon4701]

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

[@anupriye5109]

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

[@whyareyourunning1940]

But it's technically true. Latest products are always the best, right? So they can say it every year lol

[@anupriye5109]

@@whyareyourunning1940 exactly its painfully obvious that any phone or any electronics for that matter would be better than its previous model so whats the point of specifically saying that.

[@whyareyourunning1940]

Anu Priye They just want you think that your current phone is not good enough and you should buy the best one available right now. Simple!

[@whyareyourunning1940]

Your comments sound too broke

[@dapperragnar4076]

Great breakdown. Well done!

[@superqaxclub]

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

[@thepotatoghost7709]

His “Good morning” is iconic

[@adityatoshniwal9570]

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 👌

[@livinglifewithlove4185]

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

[@JohnSmith-vk9sr]

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

[@HicSuntL3ones]

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

[@toninocars]

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

[@tommytwica4998]

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

[@metric85]

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.

[@shrimpfry880]

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

[@640A]

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!

[@alekseysoldatenkov5675]

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.

[@duraiprasanth]

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

[@kebronsolomon1371]

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

[@baconpancakes8899]

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.

[@r27kristo21]

That's amazing!🙌

[@sandyz1000]

Apple product are not for computer scientist or engineer. They use statement like "intelligence software" where as scientist/engineer are already familiar with the word AI/ML . Apple doesn't spicify spec because most of the people doesn't understand spec and the phone work as should work. Macs are still reliable and robust and the MacOs is stable due to which developers love to work with Macs until they had an issue with Nvidia and increase price of macs keep preventing developers to buy mac anymore.

[@goodhairwoman]

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!

[@shevangomis6432]

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

[@rainpatch4358]

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 😤

[@S.E.C-R]

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

[@LemonWatermelon]

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

[@walterthebullterrier9633]

i like apple a lot im using a macbook right now

[@wrightstudiosllc]

So true!

[@640A]

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

[@sherlan1886]

Gonna give it to them, they are masters at marketing

[@kilometers529]

sponsored by apple

[@IamMrkay]

any good comment about apple = sponsored by apple

[@alifrangga7389]

this video is great!

[@davidkuriakose4797]

very true

[@andyzzl5329]

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

[@cookingsight21]

Apple's Secret Keynote Formula was amazing

[@gexpe2003]

Spot on

[@crystalyeowchingching1036]

Tim Cook know hard n software of iphone, i watch n Mac Book ???

[@moviesjean23]

That Samsung presentation 😂

[@daartistboi]

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

[@q6k]

since when did a cup of tea cost 9 bucks

[@tiko_io]

@@q6k it will now And r/wooosh

[@jamsbong]

kzbin.info/www/bejne/a2m5e2msapl-i5Y

[@tiko_io]

@@jamsbong 😂😂😂

[@anupriye5109]

Cup handle sold seperately.

[@gustavotriani5611]

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

[@RennieAsh]

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

[@charlejustinalcantara8559]

True

[@praveench6645]

and videos like this reinforces apple's intentions

[@jlaoemir533]

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.

[@forrestgump2114]

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.

[@plankboygame9492]

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

[@fucekket1892]

Apple is selling the BRAND

[@yenespace406]

awesome!

[@Pigmister24]

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

[@imdadjeshin]

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

[@iwilitu6591]

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

[@prajwalomkar]

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

[@superqaxclub]

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

[@pratimashetty2139]

Before Keynote 19

[@pickyrobot]

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

[@yourbossdonpely]

Apple is smart af 👌

[@radenmulyadi2589]

You must add John Wang presentation from HTC

[@zeekyboi123]

It's all about the Hype!!! They're good at getting inside people's heads, and you all letting them continue to get in your heads !!

[@rafaelrobles5494]

iSheeps everywhere!

[@ml3677]

Rafael Robles Stfu Samsheep

[@whiterider1414]

THE BEAUTY OF SIMPLICITY

[@mangeshparmar4544]

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.

[@lukegegus6603]

brings back nostalgia to Steve Jobs' Keynotes...

[@nsamin1327]

Marketing lvl over 90000

[@michaelwillever3522]

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.

[@ShaquilIeOneaI]

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

[@clou3778]

damn if i could talk like apple i would be getting 100s in every class lol

[@yahtadi5152]

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

[@namkhanhng1802]

2 more days until we can hear GoOoOOoOooD mOrNnNinG!

[@Poly_Shannon]

Same stage every year, for same product every tear.

[@krsna_gwda]

We cry tears at the price

[@sairan1364]

tho it’s the same. They somehow make it so catchy that most people is gonna buy it no matter how boring it is.

[@yellow13_]

Poly Shannon you said two things, and both were wrong.

[@pathanrageeb]

Poly Shannon u missed one word same design 😂

[@whitebonsai]

And the same customers every year

[@nicholasonufrak]

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

[@LeBeautiful]

ooh

[@gilwasserberg402]

how come when i use apple keynote on my phone i don’t get a good grade on my presentation?

[@ivishnukn]

Craig Fedirighi is a great showman

[@issiewizzie]

Great marketing