Exploring Apple’s journey from live events to virtual announcements
The ‘Apple event’ – so many iconic memories of live audiences positively fizzing at the latest and greatest product releases, revealed in front of their eyes and broadcast to the world. Today, however, the format of a live Apple event feels somewhat unfamiliar – and they’re not even being called ‘events’ anymore:
While it may seem like a small wording change, Tim’s use of the hashtag #AppleLaunch for this spring’s iPhone 16e teaser, instead of the traditional #AppleEvent speaks volumes. The transition to virtual announcements does make sense from an efficiency and digital culture standpoint – but are we losing the magic of human connection that was synonymous with Apple launches over the years? Let’s explore that with a trip down memory lane.
From stage to screen
The year is 2005. Steve Jobs presents in front of a packed auditorium, capturing the audience with his minimalist slideshow and effortless wit. He’s debuting the ‘all new’ iPod nano, which he smoothly slides out of that tiny pocket inside his main jeans’ pocket. He’s projected onto the big screen, and the crowd gasps, laughs and applauds the stunt – marking one of the most iconic moments in Apple Event history.
Now, fast forward to October 2024. Arguably the biggest Apple ‘event’ of the past year saw the new iMac, Mac Mini and MacBook Pro all launched with the M4 chip. M4 Pro and M4 Max were also launched, and Apple Intelligence became available for the first time. Yet despite the milestones that these announcements represent, individual virtual launch videos were pre-recorded and released simultaneously – rather than at an in-person event.
The videos were impressive, featuring immersive drone footage of Apple HQ, slick editing, and real walkthroughs from senior Apple experts. They’re also highly polished – leaving no weak spots or errors, and much more sharable than a live in-person event. So why do we find ourselves still missing the ‘real thing’?
Retaining human connection
Watching sporting events on TV is convenient and efficient. Switch on just in time for the start, multi-task during breaks, and grab a refreshment without queuing. Yet no 4K screen or surround sound setup will ever recreate the anticipation, atmosphere and all-round experience of being there live.
Here comes the comparison. Virtual Apple announcements tell us everything we need to know about a new product and more, but without the grandeur of a live event, they can feel more like water cooler conversations than big moments. Does that generate the same feeling of community around the brand as before?
Perhaps this is reflective of the technological age we’re in. New devices in the noughties were like nothing we’d seen before, whereas now all the awe and amazement is focused on internal performance. The physical shells are no longer part of the main sell, so maybe the physical event has become obsolete too…
Striking a balance
All that being said, there is still nothing more powerful than the human connection when it comes to building relationships with customers. Finding the balance between this, and aligning strategically with digital culture, is a constant battle for smaller businesses who don’t have bottomless budgets to draw from.
At Lease Loop, we make a conscious choice to retain that human connection in a world full of technology. It allows us to build long-term relationships with clients on a deeper level, closely aligning with their needs and strategic goals.
Want to know more about how we go beyond cold transitions to help you achieve your business goals? Let’s have a chat about which of our Apple leasing solutions could work for you.
