Apple Launch Events: Then VS. Now

I always look forward to the iPhone launch events to get some Marketing Gyan. But this time I was really disappointed when the new iPhone Xs was introduced as the “Most advanced iPhone ever.” This was followed by some tech specifications.

I felt this presentation really vague and boring.

When a company introduces a new flagship product, it’s their necessity to put in the most advanced features in it.

Isn’t it why in the first place we need a new flagship product?

Comparing this to the legendary presentations made by Steve Jobs for the Mac, iPod or the iPhone, I noticed that he really knew consciously or sub-consciously that it was not just about company values and product features.

It was about understanding what these meant to a customer.

And he certainly knew full well that people care more about themselves than Apple.

Which is why he said things like: “Apple at the core — it’s core value — is that we believe that people with passion can change the world for the better.”

And,

“The people who believe they can change the world are the ones who do.”

When he said this, he almost certainly knew:

He wasn’t talking about Apple. And he wasn’t even talking about the customers.

He was talking to them.

And that’s what made him great.