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Apple events, and particularly iPhone launches, follow a fairly strict outline that doesn\u2019t change much from year to year. It looks a little something like this:<\/p>\n
1) Opens with a funny (corny?) or sentimental (sappy?) video. <\/p>\n
2) CEO Tim Cook emerges, waits 20 or so seconds for applause to die down, then says it\u2019s been a great year.<\/p>\n
3) He delivers an upbeat recap of business, looking at anything from retail expansion to market dominance\u2014sometimes with a nod to topical issues such as manufacturing in the U.S. Ten points for slides with photos of the new retail stores!<\/p>\n
4) Cook leaves the stage, and the supporting actor gets stage time: Cue sexy Apple Watch sizzle reel.<\/p>\n
6) After an exec gives the basic update, there\u2019s another video diving deeper into what\u2019s new. Sometimes there\u2019s a live demo of features.<\/p>\n
7) Cook or Phil Schiller, Apple\u2019s longtime head of world-wide marketing, walks out to introduce the big star.<\/p>\n
8) Schiller explains a bunch of key new features, using big phrases \u201csurgical-grade steel,\u201d \u201cdepth maps\u201d and \u201cfacial authentication,\u201d along with new Apple-crafted ones like \u201c3D Touch\u201d or \u201cDigital Crown.\u201d<\/p>\n
9) More sexy videos. (We\u2019ll definitely miss outgoing design chief Jony Ive\u2019s proper English pronunciation of the element \u201caluminium.\u201d)<\/p>\n
10) More live demos.<\/p>\n
11) The extras: AirPods? HomePods? EyePods?<\/p>\n
12) The all-important pricing and availability recap, which\u2014though unspoken\u2014signals what\u2019s been dropped from the lineup going forward, and how average pricing has changed.<\/p>\n
13) If attendees are lucky, there\u2019s a brief musical performance by an act that usually charges $100 or more for a concert ticket. Apple-exec favorite U2 has been a repeat visitor.<\/p>\n
Let\u2019s see how closely the company adheres to the outline today, shall we?<\/p>\n<\/div>\n