2023 iPhone event: Was that real or AI?
Okay, it took me forever, but I finally got around to watching the 2023 iPhone event.
Why so long? It’s all Apple’s fault. The more they announce new products in these prepackaged events, the less I feel like watching.
My viewing did not change my opinion of virtual presentations. Instead, in an odd way, it got me thinking about the power of AI. Not that Apple used AI. to generate the script—rather that AI could have written the script, and few would have noticed.
That’s because what Apple is doing is exactly what AI is so good at. They’re writing a script based on the show before. And the one before that. And the one before that. They’re stuck in a loop where a parade of presenters describe new products, minus any emotional connection.
ChatGBT wouldn’t break a sweat pulling that together.
To be sympathetic (for a brief moment), Apple’s pre-fab format was born of pandemic restrictions. It was the right solution at the right time. Kudos. But now, even as restrictions have been lifted, Apple chooses to self-restrict. Puzzling.
I’m guessing this is less about cost and more about perfection. Why take a chance with a live show when humans are so risky? The virtual format allows editors to add special effects and tweak the tiniest details to Apple-perfection.
And that’s the problem. It isn’t real. It’s a production, a format, sanitized for our protection. It’s about as personal as a web page. It ends up feeling like it was generated by AI, even if it wasn’t.
Honestly, it’s hard to ding Tim Cook for relying on a format when Steve Jobs had one as well. His scripts were tightly written, his shows obsessively rehearsed. The difference is, Steve’s format never overpowered humanity—it amplified it. It was impossible to miss Steve’s boyish enthusiasm for “cool stuff.” His vision and charisma sealed the deal.
But guess what—none of that would have worked if Steve’s shows were pre-recorded. He performed live in front of an eager audience. His shows had life, and even a touch of spontaneity when things didn’t go exactly as planned.
Following Steve’s death, Tim’s live shows never rose to the Steve standard, but no one expected them to. Connecting to humans is not Tim’s forté. Forced to go virtual, the human connection only dissipated further into the editing suite ether.
A live show will always be more human than a pre-recorded announcement. It’s just a fact of life. Apple’s pre-fab events fail to connect because they offer only “virtual humanity”—which isn’t even a thing.
Being the most human technology company is at the core of Apple’s mega-success. So I can only assume that one day Apple will choose to hold live events once again. Imagine, real people talking to us in real-time. Revolutionary!
At a time when AI is sounding more and more human, it’s just a shame that Apple is sounding more and more like AI
“Following Steve’s death, Tim’s live shows never rose to the Steve standard, but no one expected them to.”
All due respect Ken but BS. *EVERYONE* (in the tech media at least) expected Tim to present as well as Steve did, when in fact, NO ONE presented like Steve did.
Hi Shawn, long time no talk!
Are we talking about the same Tim Cook? Operations expert? Master of manufacturing efficiency? “Visionary,” “Communicator” and “Marketer” were never on his resume. I literally don’t know a soul in the Apple world who ever believed Tim could rise to Steve’s level as a presenter.
I guess we travel in different circles…
Agreed – I miss talking to you and getting your insights! I hope you are well.
“Guy Kawasaki has criticized this move (Cook presenting with others). Among the top lessons he learned from Jobs, Kawasaki states: Real CEOs demo. It’s likely, he claims, that CEOs who call upon others to demo their products “[don’t] understand what their company is making well enough to explain it.”
Laptop magazine: “Tim Cook vs Steve Jobs: New CEO Acts Like a Leader, But Where’s the Magic?”
I remember Cook’s first presentation. Expectations were very high and he was unfavourably compared to Jobs by many people.
“I guess we travel in different circles…” LOL Yeah – I’m not in your rarefied air. 🙂
Now we are in violent agreement! I am totally in sync with those quotes from Kawasaki and Laptop Magazine.
I always have to step back and remember that Steve handpicked Tim to take over. He wouldn’t do something so incredibly important unless he truly believed in the man. But I also think Steve saw Tim as the right man to keep Apple on the right path in the post-Steve era. Now we’re in the post-post-Steve era. How I wish Apple had a leader who truly inspired employees and customers—and, yes, a leader who could present a product as if he knew it inside and out.
Great view Ken, absolutely agree!
I really miss the live audience reaction to things, that expression of awe and amazement when something truly awesome is announced.
Couldn’t agree more.
Also, Steve made a point to show us what could be done with new techs (see, jumping through hoolah hoops with WiFi, calling Starbucks from the map, etc.)
Show us what fun is unlocked by the Apple Watch double-tap gesture. Something fun.
Miss the moments where Steve asked teams to stand up to receive the deserved appraisal from the audience.
Excellent point. It was one more way that Steve revealed the monolithic Apple to be more human. Having product managers present—on pre-recorded video—doesn’t project the same kind of authenticity.
I mean why would you watch an apple presentation in the first place. It will be summarized by countless sites, taking only 5 minute to read the summary.
That’s pretty much the point. In the “good old days,” we looked forward to the shows because we knew they’d be a lot more fun and interesting than a quick read. They were part of Apple’s unique personality.
Hey Ken, great read. I’ve been looking forward to your take on the Vision Pro, I’m surprised you haven’t written a post about it yet
I don’t feel particularly comfortable commenting on products that haven’t shipped yet, especially one that’s still pretty far off. I will say that I LOVE the idea of “spacial computing.” We’ve seen it in so many sci-fi movies—screens floating in front of you, controlled by hand motions. Only in the movies, you don’t need goggles. How technology ever gets there I have no idea, but maybe Vision Pro is the necessary first step. (And of course I am most eager to give it a try.)
All most forgot this place.
Tim and Phill have reacted to an email I send, just as Steve did.
So thats a plus.
I’ve been thinking about bringing Steve back could actually work.
He would explain he upped himself to the cloud he envisioned, you see.
We want to believe.