Sometimes it takes a while for things to sink in. Good movies are like that. You just keep thinking about them long after you’ve left the theater.
Apple’s “One More Thing…” event is also in that category. Today’s presentation was a lesson in how to launch a product. First you chose a compelling location: The California Theater in San Jose. This place is stunning inside and out. As you’ll see from the shots I’ve included, the lighting and ambiance complemented Steve’s narration.
Wynton Marsalis thrilled the audience during the “encore” performance at the California Theater.
Which leads me to the framework for the event itself: the 3-act play. This device is both entertaining and useful. You actually knew where you were during the course of the presentation. Each act added a little anticipation as we churned toward the climax of the play. The products themselves — iTunes 6 and the iPod video — were worthy of the build up. I like this format and wouldn’t mind seeing a variation of it again.
Steve Jobs was well-prepared as always. But he seemed even more relaxed and witty than usual. He was the narrator with perfect timing. Did anyone notice that he wasn’t wearing blue jeans?
After the show, Steve Jobs shows off the new video iPod to the press.
After working through the announcements themselves, Steve introduced Wynton Marsalis. It’s still about the music, isn’t it? Wynton and his fellow musicians were outstanding. It was a tasteful convergence of place, content, and performance. High marks to Apple for orchestrating this event. And yes, I’m still thinking about it…