Key Communications Learnings from Apple’s Product Showcase

On Monday, September 9th,

Apple unveiled its latest product showcase for media, live from its headquarters (and beyond) in Cupertino, California. Giving consumers a taste of the rainbow, CEO Tim Cook and other senior executives from the company, provided an engaging and enthusiastic look at the innovative technology developments across its product suite that will be released later this month. While parts of the event felt a bit over-produced, the overall tone supported a blockbuster line-up of new product updates that made headlines for several reasons, including:

1. Ability to showcase diversity, inclusivity and representation

From the introductory teaser video to the Apple executives who presented, the event did a great job of representing different generations, genders, ethnicities, abilities and more. This was evident given the stark contrast in the continued lack of diversity in technology at the leadership level. There is still the greater issue around access and affordability of various consumer technology products – as seen with the $1000 price tag that comes with most new Apple phones – but the effort to bring greater representation to the forefront of tech news is commendable.

2. A balance between technology and humanity

Along similar lines was Apple’s ability to find a solid balance between human interaction and product demonstrations as called out by journalists like Lauren Goode, senior tech writer for Wired, prior to the event. On the Wired feed, Lauren mentioned it would be important for Apple to “ ensure that even with some content being pre-recorded there was a strong “human element” given so much was focused on tech/AI.” This balance became clear as executives tied to direct use cases and painted clear, visual descriptions in their monologues for how the product enhancements would benefit consumers’ lifestyles and habits.

3. Connection between Apple’s mission/vision and the physical representation of that vision through its products

Several times through the event, executives mentioned how the upgraded hardware would support Apple’s goal of reaching reduced Carbon Emissions by 2030. As a company that has always stood for innovation and customer experience and using that to create a better world, the focus on upgrades to some of the “most-used” features and the relevancy to consumer health, felt impactful and visionary.

4. Addressing both current and future challenges

The excited anticipation and subsequent “whomp whomp” feeling (for lack of a better word) around Apple Intelligence was a given. With AI washing in the back of everyone’s minds, it still seemed like there would be a bit more from Apple. That said, with Apple Intelligence supporting more basic functions like text summary, email suggestions and image recommendations, the build-up around bringing AI to life through “visual intelligence” and a “better” Siri – shout out to the dads out there, mine included, that talk to Siri – felt like the biggest reveal and leave behind. The reality of making a technology that is solving both existing and future challenges shows the reality of the world live in and the need to slow down the pace of change for consumers of all generations still suffering from whiplash over these past 5 years.