![]() ![]() Working with each client ahead of their own Story launch, we know that it is so important to create the same sense of anticipation, to engage the same sense of innate curiosity in our clients’ audiences. Effectively, the launch event becomes the next chapter in an ongoing narrative about the new Apple product, and about Apple as a whole – and it makes for an incredibly engaging, satisfying experience. Before the event has even started, Apple expertly keeps the sense of mystery as high as possible, taking its global audience from total secrecy… to revealing key details one-by-one, week by week… to sneak peeks on the latest products… all the way to the big reveal at the event itself, where expectations are both met and confounded. As humans, we enjoy suspense, but we also crave resolution. But get past the hype and there’s a fundamental learning here. Of course, some of this can be put down to to the sheer industry-leading quality of their products. Create a sense of intrigue – the global interest that Apple generates for its annual event is phenomenal. As experienced producers of story-driven events ourselves, we know that there are certain key critical success factors to how Apple makes each year’s event a resounding success. Here at The Storytellers, we believe it is no exaggeration to say that these events are an essential part of Apple’s success. Search any airport bookshop, and you are bound to find a book or two claiming to share the secrets of its alchemic approach.īut while so much of Apple’s success is routinely ascribed to supreme technology, innovation and leadership, this week the world witnessed another vital element in how Apple achieves such phenomenal, enduring success: the enduring power of the live launch event.Īpple’s product launch events have become the stuff of legend, commanding the attention of a global audience and defining an entire industry. What is there to say about Apple that hasn’t already been said? As a brand, as an organisation, as a lifestyle… for so long now, it has been held up as the quintessential example of how a business can not only succeed, but thrive in the most demanding of eras.
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