Apple’s events move on, and so does the company

Jason Snell
12 June, 2013
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Craig Federighi

In the technology world, being complacent is deadly. Something that’s groundbreaking, revolutionary or classic is inevitably tired and creaky just a few years later. As Steve Jobs himself preached, staying relevant is always about moving forward. At Apple’s 2013 Worldwide Developers Conference (WWDC), we saw Apple itself take a revolutionary product that’s by many standards still the best in the industry, and change it into something new.

I’m not talking about iOS, although the rule applies there too – iOS 7 is the kind of move you’d expect for the company that replaced the iPod mini with the iPod nano.

I’m talking about tone, manner – the entire vibe – of Apple itself.

It was noticeable in the music Apple played before the keynote – hipper, younger, with fewer top-of-the-chart smashes and classic rock numbers. It was clear in the stage demeanour of Apple’s presenters, not to mention the format of the keynote itself. This was the first truly post-Steve Jobs keynote.

Replacing the standard

It used to be that tech companies didn’t do big stand-alone events to announce products or initiatives. There were press releases or maybe press conferences at the Consumer Electronics Show. The modern era of giant invitation-only extravaganzas exists because of the wild success Apple had with such events, led by its co-founder Steve Jobs on stage.

I can’t count how many Steve Jobs presentations I went to. The early ones were a little ragged, but for the last 10 or so years of Jobs’ life, they followed a remarkably consistent template. The music, the occasional comedy bit from an outsider, a drop-in from Apple SVP of Worldwide Product Marketing Phil Schiller – I could probably write a book defining just what made a Steve Jobs keynote what it was, but that’s not the point.

The point is, when Steve Jobs left the stage, Apple kept soldiering on with the format. And quite right, too. Why mess with what works? But time has a funny way of dulling the cutting edge and turning dynamic personalities into historical figures. And at WWDC 2013, I saw clear signs that today’s Apple is not afraid to get out from under the shadow of Steve Jobs’ legendary keynotes.

A lot of the burden of the post-Jobs keynote era falls on Tim Cook’s shoulders. Talk about your tough acts to follow. Cook’s approach has been a good one, in that he’s never attempted to be Steve Jobs. He doesn’t unveil products himself, for example. Instead, Cook stays true to Cook. He’s improved as a presenter over the years, to be sure, but his slow speaking cadence and role as Apple CEO position him properly as the guy who presents the big picture. Cook’s role is to talk about Apple’s vision and philosophy and not get caught up in the details. He’s earnest, and I think it works.

The other presenters provided a nice contrast to Cook. Phil Schiller was a mainstay of Jobs keynotes, essentially Jobs’ sidekick. At the WWDC 2013 keynote, he was probably looser and feistier than I’ve ever seen him on stage. “Can’t innovate any more, my ass,” he said, addressing Apple’s critics head-on. Steve Jobs would often take shots at Apple’s competitors, but Schiller was directly addressing Apple’s critics, and doing it with attitude. These are words of an Apple that’s confident but not above the fray.

And senior vice president of Software Engineering Craig Federighi, once visibly nervous onstage, has turned into a guy who works the room like a veteran stand-up comic. (I practically expected him to start calling out city names in order to elicit applause from the audience – “Who’s here from New York City?”) It’s easy for these Apple keynotes, especially in the absence of Jobs, to come across as somewhat soulless dispatches of marketing messages from on high, adjectives like ‘magical’ and ‘amazing’ fluttering down on us as the great company presents its latest bit of perfection.

Humans, not wizards

Federighi’s willingness to go off script and show some humanity (and humility) broke down a lot of those barriers and got across what Apple wants to come across: that Apple is not a company run by magicians who work in secret to bestow miracles on people. Instead, in its custom keynote video and its new TV ad, we’re seeing an Apple that wants to be understood as a bunch of hard-working human beings who just want to make the very best stuff.

It’s part of the tonal shift that came with the release of the Photos Every Day commercial. There, too, Apple is emphasising the personal, human element, with technology only as an aid.

There were some other change-ups in the keynote that were welcome. Instead of a parade of (mostly high-profile) developers doing lengthy app demos, there was a single demo. It was early on and a little weird, but then it was over. The pace of the entire program was steady. Features were introduced and quickly demo’ed – sometimes Jobs-led keynotes would linger too long over a favourite minor feature.

This keynote was packed, two hours that were on message and brimming with content. It was quite a contrast to Google’s three-hour keynote at its developer conference, which was unfocused and too long. Apple’s keynote left all sorts of details on the cutting-room floor; parts of Google’s presentation seemed to be from internal product groups that wanted the spotlight, but didn’t actually have much to say.

This is the new message

Apple’s fans and critics will find much to debate about the substance of the presentation, but one thing is indisputable: Apple is changing its approach. The way it represents itself to the public has changed. The products it announced on Monday included some bold strokes, from the name of OS X Mavericks to the bold redesign of iOS 7 and the wild new look of the Mac Pro.

Are there risks in these changes? Of course, but sticking with an old, increasingly out-of-date playbook would have been worse. Steve Jobs is gone, but before he left he demanded that the people at Apple not keep asking themselves what he would have done. After an appropriate period of mourning, this is the new face of Apple.

I like it. But more than that, I like that there’s a new face and new energy coming from Apple. The tasteful black clothes are back in the closet. Life goes on, and so does Apple.

by Jason Snell, Macworld 


Check out the following links for more WWDC news, analysis and discussion:

iOS 7
Help: FAQ: everything you need to know about iOS 7
Blogs: 27 new iOS 7 features Apple didn’t talk about
News: Apple unveils iOS 7
Blogs: iOS 7: how its latest features stack up to Android
Blogs: Siri in iOS 7: Apple still playing catch up with Google, but moving aggressively
News: Siri gets smarter in iOS 7, ditches Google for search
Blogs: What Apple’s new AirDrop data sharing says about NFC
News: Apple’s law enforcement critics ‘appreciative’ of new activation lock

OS X Mavericks
Help: FAQ: everything you need to know about OS X Mavericks
News: Apple previews OS X ‘Mavericks’
News: iBooks to come to the Mac
News: Safari gets energy-efficient update in Mavericks

MacBook Air
Features: Lab tested: Haswell MacBook Air benefits from faster graphics, flash storage
News: New MacBook Airs get better battery life & graphics performance
News: Apple’s Mac move could spur PCIe flash flurry in notebooks, desktops
News: Intel’s new Haswell chips may be hot, but not in a good way

Mac Pro
News: The wait is nearly over: Apple unveils new Mac Pro
Features: The new Mac Pro: what you need to know
Help: Will your creative software run on the Mac Pro 2013?

Blogs: iOS 7, Mavericks and more: developers react to WWDC announcements
Blogs: Apple’s events move on, and so does the company
Blogs: Meet the new Apple, same as the old Apple
News: The Apple Design Award winners
News: Apple’s big-screen TV was a no-show at WWDC, but analysts say it’s coming soon
News: Anki’s AI cars show off App Store strength

News: Apple sees chance to compete with Office on the web
News: iWork for iCloud highlights productivity suite update

iTunes Radio
News: Apple gets into the stream of things with iTunes Radio



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