Apple's Understatement

This week saw the big Apple event in San Francisco, just across the street from our HELLO STAGE office. As always, the event was well presented but the technology behind all the products was just as fascinating as the low-key presentation.
We all waited for the latest iPhone. We knew that something was in the making with AppleTV. The new iPad Pro might have come as a surprise to some of us. But it is not the individual products, which are the actual news, it is the technology behind it.

Apple presented three major innovations. The first one was its new A9X processor, which is significantly faster and more efficient than anything we have seen so far. The nicest comparison for lay people was made in the presentation Phil Schiller who said that the new chip is faster than the 80% of the chips currently shipped in portable computers. The A9X drives all the new products.

The second big though expected news was what Apple calls its 3D Touch displays used in all future products. 3D Touch allows the user an added functionality depending on how hard he presses the display. This creates amazingly new opportunities for usability not seen so far. Apple already showed a bit of it. It will be interesting to see how app developers will be using these new ways of interacting with devices.

The last innovation was not necessarily so big in technology but important for understanding where the computer industry is headed to. Apple introduced the iPad Pro, an iPad with the largest screen so far and a cover that converts to a key board. This is not just a new generation of tablets. The iPad Pro is an attack into the laptop market. For most users the iPad Pro will be enough for their work but also their home entertainment.

Besides all the technology Apple’s presentation was astonishing for me. They rented one of the biggest venues in San Francisco and invited 5,000 people. One would expect a big show with fireworks and all that. Instead Apple did an amazing understatement performance. It used slides and videos like we all use in presentations. It invited its partners – and even its former foe Microsoft – to show off demos. Tim Cook, the Apple CEO moderated the two hours of talks and demos. Top management introduced the various innovations and products. Not one off them stood out or showed off. They did a simple and highly professional event.

Yes, at the end we all enjoyed a few songs by One Republic, which was a treat. Nevertheless thinking about the events some other big and small companies or politicians do, I can only recommend, watch the video of the Apple Special Event to learn what really matters.

What would have been the right music for such an event? - I would have recommended "Come In!" by Russian contemporary composer Vladimir Martynov. If you do not know this music, listen to violinist Gidon Kremer and Kremerata Baltica playing it on Apple Music or Spotify.

Bernhard is the founder of HELLO STAGE. He is probably the first opera singer pitching an Internet start-up in Silicon Valley. Before founding HELLO STAGE in Fall 2013, Bernhard was the CEO and Artistic Director of the Wiener Konzerthaus. He held several C-Level positions in European technology companies with EUR 100+ million turnover. See www.bernhardkerres.com.

Bernhard leads HELLO STAGE from Silicon Valley. He has his office at Runway in the Twitter Building in San Francisco. He writes about his experience in the innovation hot bed on this blog.
Author: Bernhard Kerres
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