Analysis: The keynote, bit by bit – Apple’s new marketing strategy for the Mac

Following the advance announcement, the series is likely to end this Wednesday with the MacBook Pro M4, followed by the show of the new iMac M4 on Monday and the new (downsized) Mac mini M4 on Tuesday. Observers are now wondering whether this could be the beginning of a new strategy by Apple to draw more attention to individual products as well as save the effort of a larger event. Also interesting was the way the products were presented using “mini-keynotes”, which focused on hardware boss John Ternus, potential successors to CEO Tim Cook, and the younger generation of product managers. Here’s an overview of what we know so far.

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how was it before

Since the Corona pandemic, Apple has… traditional keynote strategy Completely reversed. Instead of a live event, in which company managers and some guests (mostly from the software sector) presented the latest products, the company now plays a video of up to (approximately) two hours at a predetermined time by “invite”. , Here you will get news one after the other. Selected journalists, analysts and influencers are usually invited to Cupertino for such videos, where they are shown the film on a large screen; They are then allowed to touch the products for the first time in a (usually very crowded) area.

Even after the end of the COVID-19 phase, Apple stuck to this strategy. The company did not return to live keynotes. It also has huge benefits internally; It’s all about control. Styled videos can be created and filmed step by step over a period of a few months. Now it’s not all about leading up to an Apple event where presenters can make promises themselves or become one of the infamous ones. Keynote fails Comes. But it can also be adapted, as Apple is apparently doing: with shorter keynotes spread over several days.

how is it now

Its big advantage is that more attention is paid to individual products. Apple keynotes are usually full of products that are explained in detail, but customers don’t understand everything. Moving forward in bits and pieces helps a company remain in the public’s attention for a longer period of time. “Mac Week,” which we’ve been experiencing since Monday, shows how this can work. Apple combines the simplest form of product presentation – via press release, as was the case with the iPad mini 7 this month – with its own presentation videos.

Apple already has mini keynotes that last 11 to 12 minutes for iMac M4 and for that Mac Mini M4 Published. It runs prominently on its own website (see “Announcement”) and on YouTube. The type of video is interesting: Apple’s hardware boss John Turnas does the “master of ceremonies” and then young product managers for the iMac, Apple Intelligence and Co., as well as individual high-ranking people are present. It appears that Apple wants to introduce the new generation to important functions, as the keynote is seen as an important signal internally. A similar release for the MacBook Pro M4 is likely to follow on Wednesday as well. Also, a practical event with “creators” is planned today – not in Cupertino, but in Los Angeles. It remains to be seen what Apple learns from “Mac Week.” It’s possible that the group will structure product launches in a similar manner in future.

(B.Sc.)