Analysis: Keynote, bit by bit – Apple's new marketing strategy for the Mac
Apple has promised three Mac Days this week, two are already behind us. Are these "piecemeal" keynotes the future? An overview.
Apple hardware boss John Ternus led us through the two keynote films on the new Macs so far.
(Image: Screenshot Apple.com)
After a pre-announcement on X last week by marketing boss Greg Joswiak, Apple started its "Mac Week" on Monday – and has been releasing an updated computer series every day since then. Today, Wednesday, the series is likely to end with the MacBook Pro M4, after the new iMac M4 on Monday and the new (downsized) Mac mini M4 on Tuesday. Observers are now wondering whether this could be the start of a new strategy by Apple to attract more attention to individual products and at the same time save the expense of a major event. Also interesting was the way the products were presented, using "mini-keynotes" that put the spotlight on hardware chief John Ternus, potential successor to CEO Tim Cook, and a younger generation of product managers. Here's an overview of what we know so far.
How it was before
Since the coronavirus pandemic, Apple has completely turned its traditional keynote strategy on its head. Instead of a live event at which the company's managers and some guests (usually from the software sector) presented the latest products, the company now runs a video lasting up to (almost) two hours at a time set in advance by "invitation". The news is then presented in rapid succession. Selected journalists, analysts and influencers are usually also invited to Cupertino for such videos, where the film is then shown to them on a big screen; they are then allowed to touch the products for the first time in a (usually very crowded) hands-on area.
Videos by heise
Even after the end of the Covid-19 phase, Apple stuck to this strategy. The company did not return to live keynotes. This also has great advantages internally, as it is primarily about control. This means that the styled videos can be built up and filmed step by step over a period of months. It no longer all comes down to an Apple event, where the presenters may make promises or one of the infamous keynote fails may occur. But this could also be optimized, as Apple apparently sees it, with smaller keynotes spread over several days.
As it is now
The big advantage of this is that individual products receive more attention. Apple keynotes are usually packed with products that are then reported on in detail, but customers may not catch everything. Taking a piecemeal approach also keeps the company in the public eye for a longer period of time. The "Mac Week", which we have been experiencing since Monday, shows how this can work. Apple is combining the simplest form of product presentation – that of a press release, as was also the case with the iPad mini 7 this month – with its own presentation video.
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Apple has already published mini keynotes with a running time of 11 to 12 minutes for the iMac M4 and the Mac mini M4. This runs both prominently on its own website ("Watch announcement") and on YouTube. The nature of the videos is interesting: Apple's head of hardware John Ternus does the "Master of Ceremonies" and then has young product managers for iMac, Apple Intelligence & Co. appear – plus individual higher-ups. In this way, Apple seems to want to introduce a new generation to important tasks, as keynote appearances are seen internally as an important sign. On Wednesday, a similar film for the MacBook Pro M4 is expected to continue. At the same time, a hands-on event with "Creators" is planned for today – not in Cupertino, but in Los Angeles. It remains to be seen what Apple learns from "Mac Week". It could be that the company will organize future product launches in a similar way.
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