Apple’s “One More Thing” is just not the same anymore…
When Apple revealed its Vision Pro spatial computing device, the initial sequence of events at the Keynote just weren’t as exciting as in the past. When Tim Cook mentioned that we have, 'One More Thing,' there was no usual fanfare, there was no cheering, and there was no anticipation that happens with a live event. In the live events before COVID, the camera angles change, people are shown smiling, sitting at the edge of their seats waiting for the unveiling of the next big thing. You also got to see all those tech journalists frantically typing away which gave you another reality perspective!
I know I know, Apple technically does have live events at Apple Park, but they are still just watching a screen and the reactions are not part of the keynote for everyone to enjoy.
Apple always does a great job revealing their products and the main intro video revealing the Vision Pro was no exception. The next scene right after that though, it’s just Tim Cook in an empty theater. There is no audience that is standing and cheering, no fist pumps, no high fives, it’s all gone. Instead they cut right into the pre-recorded videos talking about the product. Imagine how insane it would have been if the event were live, and Tim Cook came out wearing the Vision Pro, with his 'real' digital eyes looking at everyone!
This wasn’t just another Apple Event. This was a 'One More Thing’ moment, and the last one was 6 years ago in 2017 when the iPhone X was revealed. The last ‘One More Thing’ event that was a new product category was in 2014 with the Apple Watch. As you can see, these moments just don’t happen that often.
It is definitely more efficient to have the pre-recorded stream, but sometimes efficiency gets in the way of the true to life character of the speaker. It’s like when I talk to my kids and I get to see their reactions to my dad jokes, the expression on their faces is priceless to me. If I were to script that same event and tell them to react the same way, it just wouldn’t be the same. It’s not a reaction anymore, but just a prompt.
If Apple plays it's cards like they did with the Apple Watch reveal, they will have another event sometime early next year to give more details about the Vision Pro. With all due respect to those who make these amazing pre-recorded streams, I still really hope that event is an actual live in-person event so we can get some of that impromptu spark and humor back. I mean just look at this clip of Joz during the iPhone SE reveal, where he talks about the iPhone SE’s camera and describes the guy on the skateboard as Phil Schiller’s doppelganger. I thought that was hilarious.