How Apple can rekindle the magic of the Stevenote

Photo: Jim Merithew/Cult of Mac

How can Apple craft a successful sequel to the Stevenote? Photo: Jim Merithew/Cult of Mac

Nearly three years after Steve Jobs’ death, Apple’s keynotes have become pale imitations of their former glory. The last major keynote — November’s introduction of the iPad Air and Retina mini — was a major international snoozefest.

Utterly devoid of excitement, it served only to stoke the pervasive rumors of Apple’s lack of innovation after Jobs (which aren’t true, but nonetheless).

It’s time for Jony Ive to take over.

The so-called Stevenote — in which Jobs would reveal Apple’s latest, greatest creations to a room full of rabid fans and a select few members of the media — were carefully orchestrated and masterfully executed. After months of anticipation and rumors, Jobs would take the stage to joyfully pierce the veil of Apple’s vaunted secrecy.

These rare peeks inside the Apple idea vault proved extremely effective, driving news outlets, stock analysts and Apple fans into a frenzy. Other corporate giants have mimicked the Stevenote — think Marvel’s marvelous Hall H reveals at Comic-Con International — but nobody can pull the strings like Jobs did.

Now Apple needs to think different about the format. Jobs’ famous keynotes were dreamed up in the 1980s by the company’s former CEO John Sculley. A marketing expert, he envisioned the product announcements as “news theater,” a show put on for the press. The idea was to stage an event that the media would treat as news, generating headlines for whatever product was introduced. News stories, of course, are the most valuable advertising there is.

“Marketing, after all, is really theater,” Sculley wrote in his autobiography Odyssey. “It’s like staging a performance. The way to motivate people is to get them interested in your product, to entertain them, and to turn your product into an incredibly important event.”

Jobs perfected the art of “news theater” like no other. Over the years, he turned his trademark “one more thing” speeches into huge international news events, covered by everyone from CNN to the BBC.

Jobs made them exciting. He could make even the most mundane product seem revolutionary. Sitting in the audience at Macworld, I’ve seen the press corps — who try very hard to retain an air of professional indifference — shoot to their feet and applaud wildly at some announcement.

The keynote format worked great for Jobs, who had amazing charisma and magnetism, but it has become tired and lackluster under the present crew, which will presumably take the stage again during Monday morning’s keynote at Apple’s Worldwide Developers Conference in San Francisco. Tim Cook talks like a stroke victim on Ambien. At last fall’s tedious iPad Air event even Phil Schiller, the usually bubbly head of marketing, came across like a bored-shitless robot.

The highlight of the show was rising star Craig Federighi, Apple’s senior vice president of software engineering. A natural comic with an easygoing style, he cracked the best jokes and made fun of his own luxuriant locks (calling himself Hair Force One).

But the more these guys try to emulate Jobs’ mix of insight, humor and excitement, the worse it gets. They were obviously over-rehearsed — and terrified of screwing things up. They delivered their lines like marionettes, ensuring that any excitement got bleached out and nearly every joke fell flat.

What’s the obvious but unlikely ingredient to spice up this weak soup? Jony Ive. As Apple’s head designer, he usually shows up in video clips, talking about the design challenges of Apple’s latest creation.

But, despite his lack of love for the spotlight, it’s time he took over live-presenting duties.

After all, Ive is now the most important person at the company. He has taken over Jobs’ role overseeing both hardware and software. Even though Cook is the CEO, Ive is Apple’s creative lead, the product guru who has assumed Jobs’ mantle as chief visionary and guiding light.

Cook minds the day-to-day, making sure the trains run on time and the factories and stores are clicking over. Meanwhile, Ive and his design team create groundbreaking new products in Apple’s super-secretive Industrial Design studio, just as they always did. It’s basically the same arrangement as when Jobs was alive: Cook ran the boring (but essential) everyday operations, freeing Jobs to spend most of his time with Ive at the studio.

Like Jobs, Ive has the charisma and presence to pull off a Stevenote, plus a sense of humor.

Just watch Ive pay tribute to his old friend Steve at Apple’s memorial event for its fallen leader.

How Apple can rekindle the magic of the Stevenote

The company critically needs a new persona. Jobs was very successful at personally embodying everything Apple stood for. In the late 1970s, it was revolution through technology. Later it was about being creative, thinking different. Jobs’ personality allowed Apple to market itself as human, and cool. He conveyed Apple as an icon of change, revolution and bold thinking.

Now the company is in danger of having Hair Force One become the face of Apple if it doesn’t revamp its approach to keynotes.

The best format for the Stevenote sequels would be to let Ive give an honest and revealing look at the design decisions behind the products — even the software. It would be similar to his videos, but live and in-person.

For an example of what that would look like, just watch one of Ive’s rare live keynote appearances, like this one from 2008’s MacBook Air event. He’s talking about the unibody manufacturing process, in which the MacBook’s shell is carved from a solid piece of aluminum. Talk of machining processes would normally put you to sleep, but I found Ive’s presentation fascinating. (Scroll to the 10-minute mark for the really great stuff.)

How Apple can rekindle the magic of the Stevenote

Ive is an engaging and fascinating speaker, especially in person. His tendency to talk designer doublespeak disappears when conversing with him face-to-face. A few years ago, he gave me a tour of one of Apple’s computers, and he was amazingly straightforward and clear. But most of all he was passionate: He was geeking out. Ive loves to design and make things, and his passion and enthusiasm is incredibly infectious.

Jobs was a great spokesman because he was Apple’s No. 1 fan. He talked about products onstage like an enthusiast. He came across as someone who had just unboxed a new iPhone and was showing it to his friends, delighted by the new product’s amazing capabilities.

All it would take to regain some of that lost excitement would be to unleash Jony Ive. Allow him to tell the world his story — the story of how the latest Apple products were conceived and created.

It would be the ultimate Stevenote sequel, and I guarantee it would prove irresistible.

  • Brian Bechard

    Can you say man crush?

    • mahadragon

      ‘Bro’mance.

      • lucascott

        A bro’mance requires them to return his feelings. Otherwise, just a crush

  • Grunt_at_the_Point

    Get over Steve as he is not walking through that door. What’s important are the products and services that Apple provides. From my vantage point everything is just fine.

    • lucascott

      I tend to agree. These keynotes are ultimately a talking press release for the media. Not a rock concert.

  • Cameron

    Maybe it’s seemingly every American’s love for an English (more specifically, southern English/London) accent [Edit: whoops, I didn't see that the author was British, but I guess the point still applies], but I think this is a horrible idea. As much as I love Ive for his design work both in software and hardware, there’s a reason he’s usually limited to videos.

    He speaks extremely passionately and meticulously about the products, yes, but watching him present at his 3mph pace is a bit grating. He doesn’t quite have the stage presence as Schiller or Federighi. Ive’s a fantastic designer, but he’s not a public speaker.

    Everyone has to realise Steve is not coming back. There’s a whole new great team ready to lead Apple, and although it may not be the one man show it used to be, Cook, Schiller, Federighi, Cue and perhaps even Iovine are more than capable. If you look at the WWDC presentation last year, I don’t think any of that sounded forced or rehearsed. Listen to the reaction of the crowd as Federighi says that they ‘totally ran out of green felt’ and other such jokes – they came out very genuine and made Federighi a really likeable guy.

    I’m really intrigued to see who presents on Monday, but I almost guarantee it won’t be Ive.

  • Serenak

    Leander,

    I completely agree… Jony is totally passionate about the things he and his team sweat blood over and he can speak publicly very well – he just doesn’t like or want to.

    I would love it if Jony presented even a part of the keynote – but I am not holding my breath for it…

  • Canoe112

    I’m so damn tired of hearing about Jony Ive, the pompous little ass. Stop writing about the SOB

    • Slurpy2k11

      Jony Ive is a “pompous son of a bitch?” Wow. Please supply us with quotes giving evidence of his “pompous” nature. Everything I’ve EVER heard from him implies he’s extremely humble, gives credit to others, and is completely passionate about what he does. Why dont you provide us with quotes to back your ridiculous statement?

    • JeffyTheQuick

      Because others say he’s great doesn’t mean that he’s saying that he is great.

      I’m sorry that you tire of hearing about people that do great things.

  • Jay Jay Abels

    Oh Leander and Buster need to stfu already. The keynotes are exciting because of the products not the people. They’ve been awesome without Steve and Tim’s done a helluva job. Just stfu. Everyone thinks they know what’s best for Apple. Pretty sure they have it covered. You two can be irritating at times.

    • acslater017

      The product announcements are exciting but I have to admit, they don’t always have the gusto and confidence of the old days. We saw glimpses of it with the iOS 7 reveal and “can’t innovate anymore my ass”…but the iPhone 5s and iPad Air reveals were very much by the book. Sure, Apple’s products are still wonderful. But Steve’s personality, bravado, and showmanship made the products seem like they had just dropped from heaven.

      • http://www.cultofmac.com Leander Kahney

        @acslater017:disqus Exactly. We need some shownmanship. Without it, the products just don’t shine like they should.

      • Slurpy2k11

        Leander, you consistently bashed the WWDC keynotes even when SJ was in charge. Stop lying to people here and revising history. You consistently called them a bore-fest even when he presented. The fact that you desperately need “showmanship” shows how superficial you really are. Maybe Apple should hire a circus act for the next one? Seems thats what you’re looking for.

      • lucascott

        Who exactly is ‘we’. I, for one, haven’t nominated you to speak for me, so ‘we’ doesn’t include me.

        YOU need some showmanship, I don’t. And from the looks of the comments I”m not the only one.

    • http://www.cultofmac.com Leander Kahney

      @jayjayabels:disqus Thanks for the kind words! I agree, Cook and co. are doing a fine job running the company, but the current keynote format isn’t working. It worked beautifully for Jobs, but it’s time they tried something new. They need something that fits the personalities of their executives. It doesn’t have to be Ive, but I think he’s the best candidate.

  • David Gillooly

    It is time to move on from the Steve themed article.

  • elpolodiablo

    It’s interesting my wife is more like the average consumer electronic consumer rather than myself who follows sites like this. I was watching last year’s keynote and said Johnny “creeped her out”. I was watching to re/code interview with Eddie and Jimmy Iovine. I think the creative people at beats are somehow going to infuse apple’s marketing and presentation arm. You can tell in the interview Iovine has presence

    • Charismatron

      Iovine has it going on, and Cue was no pushover, either.

      But Iovine definitely has a creative brain that ties things together in a meaningful way so the listener doesn’t know what he’s going to say next, but that it inevitable comes from a place of creativity and technical expertise. This is why Jobs was perfect for the keynotes: his knowledge of the industry was unparalleled and his arts background allowed him to combine disparate elements into a cohesive storyline.

      Jobs and Iovine are creative experts in their respective fields that bring the element of unexpectedness with the gravity of authoritative ness on the subjects about which they are knowledgeable. Ives is certainly knowledgable, but he doesn’t share the characteristics of Jobs and Iovine that produces an equally charismatic persona.

      He’s happy to toil in the background, and it’s apparent that even his presence in Apple ads is somewhat forced and artificial. His designs, on the other hand, are not: they are a force to be reckoned with, and always have been,

  • EKIMMMMM

    im thinking that as apple has more product lines come out, they will have some new people like jimmy iovine, angela ahrendts, or dr. dre on stage to talk about services, products or initiatives. if they are going to market with the iwatch or any wearable, they are going to position it as a fashion device as we all know already. do you think they’d have someone other than angela ahrendts on stage? i think we’re gonna see some new personalities at apple.

    • http://www.cultofmac.com Leander Kahney

      @ekimmmmm:disqus Let’s hope so… that’s an interesting idea. Has anyone ever seen Ahrendt’s speak? She any good?

      • EKIMMMMM

        i cant speak to that.

        but on another note, i remember apple keynotes as being magical because i did not know what was going to be shown. i hadn’t seen mockups, heard leaks, etc. i think apple getting a tighter hold on their leaks, as they seem to be doing, will do a lot to add more mystery to the keynotes. if we all know what they’re gonna show, it takes a lot of the excitement out of it. its like knowing what you got for christmas.

        not that i don’t still get excited about the keynotes; they’re just not as great as they used to be (steve was definitely a big part of that too)

      • lucascott

        ” i remember apple keynotes as being magical because i did not know what was going to be shown”

        indeed. there is no mystery anymore. Mind you sites like this don’t help on that front. They post the rumors which encourages them and the mockups etc.

      • EKIMMMMM

        found this the other day; seems like a moving speaker who will add more dimension to Apple. a strong female voice is very much welcome at Apple for me. probably one of the most exciting Apple hires for me in some time https://www.youtube.com/watch?v=mZNlN31hS78&feature=kp

  • beyondthetech

    Holographic Steve Jobs will introduce the iPhone 6. If they did it to Tupac, Michael Jackson, and Mariah Carey (who isn’t even dead), they can pull it off. Maybe Pixar can do it.

  • http://hypercool.me/ Samuel Caddick

    “Tim Cook talks like a stroke victim on Ambien.” – this is just crass, Leander.

    • http://www.cultofmac.com Leander Kahney

      @samuelcaddick:disqus Just a little joke. Sick British humor.

      • Charismatron

        It’s actually not terribly funny because it’s unnecessarily insulting on a variety of levels

        But what’s worse is that it would suffice to criticize Cooks presentation skills on their own merits, or lack thereof. Choosing to dip into true crassness, rather than focus on what could be an honest criticism, isn’t just lazy, it’s immature.

        You can do better and your readership deserves it.

  • Aaron Young

    Ive is indeed a visionary in the same way Steve was, but are you sure you want to listen to over an hour of “Ive-fluff”? Personally, I’d be happy listening Tim, CFed, Phil before Ive (at length).

  • Charismatron

    Didn’t make it through the whole article, and here’s why: complaining Apple needs a real showman, and suggesting the anti-showman, is seriously flawed–even crippled–notion. It doesn’t make an ounce of sense.

    But, I went back and read the whole thing to give it the chance it deserves, and not arrive at any conclusions from overlooking something significant. Glad I did, because yet another foolish suggestion is made, that were in danger of an actual showman, “Hair Force One” being successful at what the author is complaining Apple is not succeeding at.

    Just as you can’t fit a square peg in a round hole, you can’t make a reclusive artist a charismatic international stage presence simply because that’s what you want.

    • Slurpy2k11

      Well said. The article doesnt make a lick of sense and is also internally inconsistent. He wants to shove Ive onstage, even though we know Ive doesn’t WANT to be onstage. Brilliant.

      Steve Jobs was great onstage because he absolutely loved it. You could tell he was like a kid in a candy store when he was showing things off. The fact that Leander suggests the main presenter should be someone that has little interest in that is simply stunning. At the end of the day the products speak for themselves- they keynote is just message-board and blog fodder.

    • PMB01

      So you didn’t watch either video of Jony speaking live? Dude’s got presence and plenty of charisma to command a keynote presentation!

  • cleesmith

    Retire the Stevenote. Think Different.

    • lesposen

      Most of us in the presentation skills training game, especially when making an effort helping people flip Powerpoint to Keynote (or just anything else, please) will show an Apple Keynote with Steve and others, perhaps a few TED talks, and maybe Bill Gates or Steve Balmer for contrast, showing how Microsoft doesn’t get it even though 95% of presentations are done with its Powerpoint.

      I have watched Jony Ive in his videos, which are usually shown at Apple Keynotes after a product reveal, and frankly that’s where they should stay. His passion and elucidation of design ideals and challenges are best seen tightly edited in the context of others also discussing the product.

      But as the lead host a la Steve Jobs in a two hour Apple keynote? You’re dreamin’. as we say in Australia.

      The best parts now of Apple’s keynotes are the very tightly produced longish videos showcasing how its products are being put to use by average consumers, and some with special talents or physical or mental challenges. This is where the concept of Apple’s magical products comes to the fore by memorable, emotional and engaging means.

      Les Posen
      presentationmagic.com

    • lucascott

      I’m pretty sure the Stevenote was retired when he did.

      But a presentation is still the best way to give out a lot of information at once. Which is why they remain a standard for businesses with new product releases. Tech and others. Heck, some of them like Fashion Week are also social events

  • Super Nerd Podcast

    They just got Jimmy Iovine and he kicked Eddy’s butt at Code Conference when it comes to speaking. Maybe they should get Iovine to do some Keynote speaking.

  • mahadragon

    Jony Ive on industrial design: “It’s not just how it looks, it’s how it wurks!”

  • Pierre Roy

    The Jony Ive tribute to Steve jobs always brings a tear to my eye.

  • acslater017

    Ive is a brilliant designer but sorry Leander, he’s not a great presenter. He’s articulate and sublime in the edited videos, but when he presents live he’s quite slow speaking, methodical, and introverted. I wouldn’t mind seeing a bit more of him (5 min?), but he needs a director or acting coach to help him speed up and appear more confident. He’s more the type to let his work speak for him. And he’s not a headliner speaker if he makes Tim Cook look fast :P

    • http://www.cultofmac.com Leander Kahney

      @acslater017:disqus True, he’d need some coaching and practice. I think Tim Cook has actually gotten better — so it’s possible. If Ive could re-create the passion he exhibits offstage, onstage, he’d be great.

  • Jared E.

    Sorry, Craig Federighi is a much better choice if you have to start H8ing… he has a lively personality where Jony is very boring and very annoying to listen to.

  • aardman

    Sorry, most people beyond journalists and bloggers covering Apple don’t really care one iota about the the entertaiment value, of lack thereof, of the keynote speaker. Talk about getting caught up in style and totally ignoring substance. And Steve was a pretty good presenter, I’ve seen the keynotes through the years, but he doesn’t have ‘amazing charisma and magnetism’, at least not on the keynote videos. Jony Ive is a compelling speaker when he’s earnestly describing the design ethic and aesthetic behind an Apple product he worked on but you can’t have a whole keynote of that kind of intensity.

    If you’re looking for someone to deliver the keynote in a dynamic and interesting way, then look no further than Angela Ahrendts. But she’s too new and too far down the totem pole to upstage the men.

    • Slurpy2k11

      She’s comes right after Cook on Apple’s leadership page, and in charge of Apple retail. Don’t see how thats “too far down the totem poll”. I can see her having a big presence in future keynotes.

      I watched the recode interview, and Iovine has a truck full of charisma. He’d be incredible onstage, but unfortunately due to his focus (music) I don’t really see how he’d fit in a significant way in an Apple keynote.

      • PMB01

        Iovine will make his appearance in the fall to announce the integration of Beats Music into iTunes Radio. Perfect opportunity to showcase that charisma!

  • Slurpy2k11

    ” Nearly three years after Steve Jobs’ death, Apple’s keynotes have become pale imitations of their former glory. The last major keynote — November’s introduction of the iPad Air and Retina mini — was a major international snoozefest.”

    Oh, give me a fucking break. Leander Kahney has become quite the troll in the past couple years, with these sensational, childish, and petty statements. These events are meant to showcase the products that Apple is releasing, not to entertain you with “magic tricks”, and whatever the hell you imagine that to be. Yes, Steve is gone and there is nooone quite like him in the tech industry. Yes, not all of Apple’s executive team are super-charismatic. However, their events are still the most exciting, slick, and well produced in the industry, making everyone else’s keynotes (Microsoft, Google, Samsung Facebook, etc) look utterly amateurish and laughable in comparison. If you look at it objectively, taking fantasizing about Steve out of the equation, you would realize they’re doing a damn fine job. Not everyone can be a super-charismatic and natural presenter. Whats important is the excellent products being shown. Average consumers don’t watch the keynotes.

    Instead of mocking all the effort that obviously has been put into the keynotes since Job’s passing, maybe you can step back, and actually appreciate the work involved and that al things considered, they’re not actually WORSE- they just lack Steve. There has been no major mess-ups like the keynotes during Steve’s time. As for Ive, if he isn’t comfortable presenting, than he should not be forced to. If he wanted to be on stage, he sure as hell would have been up there already. I say he should do what he does best- design- and not be forced to present to entertain easily bored people like you that care more about superficial “magic” than the products themselves. Thats what matters- the products themselves. As for me, I can’t wait for tomorrows keynote and see what Apple’s been working on. If you actually think they’re a “snoozefest” then it’s clear you don’t give a shit about Apple products in the first place- I don’t see how ANY Apple fan (or tech fan in general) could call these keynotes snooze-fests- its still by FAR the most exciting and anticipated event in the tech industry. Maybe you should stop talking about Apple, since you get so bored during these short keynotes., which lately have been filled to the brim with announcements. Also, I lost track of how many anti-Apple spiels I’ve seen from Kahney, seems the “Apple is doomed” train has been quite lucrative for him.

  • David S. McCabe Sr.

    I almost fall asleep every time i read a “what’s coming at WWDC 2014″ article. And this is coming from a person on his 3rd straight iPhone (5S currently). I’m about 1 shitty Apple year to moving to Android. I just want to see some damn innovation. The Samsung Galaxy S5 commercial alone, splashing that beautiful big screen with water, is almost enough on its own. C’MON APPLE! WOW US!

    • Slurpy2k11

      You do realize that the S5 is shit compare to the 5S, right? The fingerprint reader is basically non-fucntional and the phone is extremely mediocre, being beat in benchmarks by the 5S even thought it was released 6 months earlier.

      Just switch to Android already if you’re so “bored”. You’ll discover the grass is not always greener on the other side.

      • David S. McCabe Sr.

        And for the reasons you mentioned is the reason that I, and many others I’m sure, have not pulled the trigger and actually switched. Heh. Obviously, on my 3rd iPhone, so I like what i have, but I want to see some more improvements, that’s all. Frustrated by the stagnant feel right now.

      • Slurpy2k11

        I’m curious as to your definition of “improvement” and “stagnant”. Seems like you’re not really being objective. The 5S added:

        – 64 bit processor (1st of its kind) that blows the pants off the previous and is still the best mobile processor out there by most counts.

        – Touch ID- 1st fingerprint sensor in a consumer device that actually WORKS WELL. The integration is also completely seamless. Pretty significant feature.

        – Dual Tone flash- Dramatically improves photos with flash, that several other phones have already copied

        – 30 fps slowmotion video

        – M7 motion co-processor- 1st of its kind, offloads all motion data to a 2nd lower power CPU. Huge potential for future applications.

        – iOS7- Massive OS change, both in visuals and functionality

        How are all these things defined as “stagnant”? They’re all significant steps forward and make a meaningful difference in everyday usage. Why don’t you provide an example of ANY other phone that has seen more improvement from one model to the next? Or actually list features that you’re looking for? Sorry, I just am having trouble understanding your perspective. Yeah, the 5S LOOKS the same as the 5- thats it. It seems thats all your basing your “stagnation” statements on.

      • David S. McCabe Sr.

        Yes, the hardware is fantastic, I give you that. And I wasn’t talking about stagnant in hardware, just in the iOS and exterior design. As for features me, and any other living human should want, are water repellant exteriors and more durable screens. Now I’ve never cracked my screen, but plenty of people have, however not my gripe. A water repellent exterior should be top f the list for Apple for new features. Does Apple really want people to continually put a shitty $80 lifeproof case on their high class designs? I wouldn’t think so.

        And another thing, I don’t care if the iPhone 6 is .01mm thinner, I’d rather have better battery life or more durable design. But all the smartphone manufacturers are falling prey to the lighter, thinner, etc etc mantra.

      • Slurpy2k11

        You didnt really answer my Q. So basically you believe the iPhone is “stagnant” only because it doesnt have a more durable screen and isnt waterproof? Thats pretty weak reasoning.

        Also, I’ve had 4 iPhones, NONE of which were in a case, and zero got any water damage. I don’t think its a major issue for most people, and making it water repellent comes with ALOT of design and useability compromises- ie, flaps for the ports, etc. Re durability- in pretty much every drop test I’ve seen, the iPhone fares better than other phones- especially Samsung phones.

        So from what I understand, none of the features I listed count as innovation or progress, but being water repellent would be. Ok then.

      • David S. McCabe Sr.

        Like I said, the hardware is great, I want to see a better package wrapping it. the overall design has hardly changed over the years, its time for change. And It’s obvious I’m not the only one. I don’t think a hydrophobic nano coating would be too much to ask for.

        How about some more customization in the OS? No widgets or adjustable sized icons is on the verge of unacceptable. The iPhone and iOS concepts are soo much cooler than the real thing right now, and I hope Apple is taking notice, but i doubt it.

        Also, iCloud needs a major improvement, as well as iTunes, which is god awful.

        So in closing, the iPhone 5S is great, like I said, but I want to see something innovative on the NEXT phone. Not the same 7 year old design tweak with a slightly larger screen and the same icon grid and limitations.

        One last thought, it’s amazing how millions of iPhones are covered up with nasty plastic cases. Why does Apple spend so much time on the phones materials and design when most likely it’ll look like a $20 phone in a case when it hits the public? Can you imagine every Ferrari or Mercedes driving the roads with full body “bras” on them from the 80’s-90’s? Just something to think about. As a designer I would want them to be BOTH durable and beautiful. I know it can be done, but why hasn’t it?

  • Slurpy2k11

    “Nearly three years after Steve Jobs’ death, Apple’s keynotes have become pale imitations of their former glory.”

    Leander Kahney is a liar- although he pretends he always thought Keynotes were “magical” under Jobs- but that’s not true at all. He’s always had generally negative things to say about them, and has ALWAYS been disappointed. But its a troll tactic to pretend you loved the Jobs years, in order to justify your “disappointment” with the current Apple. Just one example, going back all the way to 2006 even, his summary of that Keynote:

    “The sneak preview of Leopard was underwhelming. For what seemed an interminable time, Jobs and Co. showed off one yawn after another. There’s no way I can get excited about virtual desktops or a new service that turns highlighted text into a “to do” item. Oooo.”–Leander Kahney, Wired”

    This is the “former glory” Kahney wants us to believe the Stevenotes consisted of. The great thing about the internet is that it records things for all time. Kahney still pretends he likes Apple, in order to sell his anti-Apple books that he’s made a pretty penny from. How sad. What has Leander ever created himself, to give him the right to perpetually be “disappointed” by Apple- a company that he’s created a career covering, without whom he’d be a nobody?

  • lucascott

    The trouble with this ‘article’ is that it presumes that Apple wants to rekindle that magic. Perhaps they don’t. Perhaps they know that any attempt to do so would create another rockstar whose personal life would potentially kill the stock value etc the same way that it did when the rumors were hot about Steve’s health. Perhaps they also know that anyone that tries to be ‘the next Steve’ would just get shit on by the blogs as trying to imitate the master.
    And this article presumes something else. That Jony Ive hasn’t been asked and politely refused. Maybe he’s got severe stage fright and pisses himself at the thought of having to be up on that stage. And out of respect they just let him do his videos which are filmed in a nice safe studio. Or maybe he just doesn’t want to deal with the BS of comparisons etc.

  • lucascott

    could this

    Leander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple’s Greatest Products

    have something to do with Leander’s pushy notion that Apple not only needs a showman but it should be Jony.

    Survey says, yep

    • BusterH

      lol if you think leander’s pushing for this because he could sell more books.

  • Canoe112

    Jon Ive is an idiot. Quit giving him the press.

  • http://www.mightytravels.com/ MightyTravels

    Being head designer and having a personality like Jobs did, he seems like the ideal person to ‘take over’…

    He reminds me of a Lock Stock and Two Smoking Barrels actor more than an Apple creator though ;)

    Torsten @ http://www.mightytravels.com

About the author

Leander KahneyLeander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple's Greatest Products; Inside Steve’s Brain; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney and Facebook.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in News | Tagged: , , , , , , , , , , , , |