Covering an Apple Event at the Steve Jobs Theater

Here’s what it’s like to attend and cover one of Apple’s big media events in person.

Hope King
Hope King
Mar 27 · 4 min read
The Steve Jobs Theater shortly before 5 a.m. PT. (Photo by Hope King.)

This week was my third time attending an Apple media event at the Steve Jobs Theater in Cupertino, California.

This time, Apple announced its streaming video plans along with subscription services for news and games. You’ve probably already read the recaps and taken in all the hot takes.

Now take a look at what it’s like to cover the event in person as an invited journalist, which is always a privilege.

All photos taken with an iPhone XS.


The broadcast riser was packed. More than a dozen TV outlets, including ABC, CBS, CNN, NBC, CNBC, Bloomberg, and of course Cheddar, were all squeezed into a tiny space. More photos of this later.

Each event has a different color t-shirt for staff.
Inside the atrium above the theater before the event.
The food you can get outside…
… And the food you can get inside.

Time to get seated.

Steven Spielberg in the cloud. He was the first to present.

Oprah gets a standing o. She was the last to present.

Back to the media riser!

The media riser is built and broken down each time for these events, taking about a week to set up.

Cheddar

Original reporting on social media, fintech, entertainment, cannabis, and more from the leading post-cable network.

Hope King

Written by

Hope King

Anchor @Cheddar; Previously: Reporter @CNN @BusinessInsider; VP at Merrill Lynch

Cheddar

Cheddar

Original reporting on social media, fintech, entertainment, cannabis, and more from the leading post-cable network.

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