VIDEO – Apple organizes its traditional Wednesday reentry conference where he will present his new iPhone models. The event he deserves the media attention he been?
Each September brings a lot of articles and reviews. For years, Apple has made a habit of organizing in September a big press conference, called “keynote” to present its new iPhone model. It is usually the occasion of the publication of many articles before, during and after the event. Le Figaro following example the Apple keynote September through direct, which we sometimes worth the remonstrances of our own readers. “It’s a non-event!” Was indignant one of them last year. Another, more poet, described us as “pears”, in reference to the famous apple-shaped logo. The media really they are wrong to give much importance to Apple keynotes?
● NO, because it is the first group of consumer electronics in the world.
Apple is a heavyweight in the global economy. The US company has made more than 182.7 billion dollars in revenue in 2014. More than 60% of its sales come from the iPhone, its flagship product and the purpose of its annual September keynote. Since its inception, Apple has already sold over 772 million smartphones in the world. It is the second largest seller of phones and 14% of the global market, according to estimates of the institute IDC for the second quarter 2015. Between October 1 and December 31, 2014 Apple has earned the record $ 18 billion dollars of net profit, a score never matched by any other company in the world. News of the company are also followed by a loyal audience, which is a significant provider of hearing news sites . In September 2014, the word “keynote” accounted for over 10% of searches conducted on Google worldwide. It is therefore a major event in the world of new technologies and media, a bit like a final of a sports tournament.
● NO, because Apple always a influence on the technology sector.
The company led by Tim Cook is not necessarily the first to launch a new product on the market. Nevertheless, it is one that confirms consumer interest, and so will launch a trend. The iPhone was not the first smartphone, but its design and functionality were then inspired the then most models produced by other manufacturers. A phenomenon that has occurred more recently on the Apple Watch, the output appeared to validate the market for connected watches. The keynote also intervenes in September every year just after the IFA, the consumer electronics show in Berlin, where Apple’s competitors present their novelties. The latter is also the subject of numerous articles and even live, as the mobile show in Barcelona, held in March.
● NO because keynotes are well established shows.
Apple knows organize great shows. It organizes long keynotes, at two to three per year. The two main events take place in June for the Apple developer conference, and in September to introduce the new iPhone. Their conduct following a precise recipe. The event usually lasts two hours, during which its CEO Tim Cook swapped clothes for those of a ringmaster. Rave speech shocks sentences, licked videos and demonstrations are linked. Steve Jobs, the deceased founder of Apple, was made famous the phrase “one more thing …” (“even a small thing”), he used to make surprise announcements at the end of conference. In 1998, it is with these three words he announced that his company was new beneficiary, after two years in the red. Finally, Apple sometimes invites renowned artists to conclude his lecture. This year, rumor has it that this is the American singer Taylor Swift, who made headlines by opposing then be reconciled with the Apple Music streaming service.
● YES because we know everything already.
“You remember when Apple events were so secret that we should wait for the last moment to discover its latest products? Me, just “asks a journalist specialized site Recode, obviously a little disillusioned. Today, Apple’s culture of secrecy is especially facade. Because of many leaks in its Chinese factories, we already know that Wednesday’s conference is to introduce two new iPhone, 6s and 6s Plus, and a new version of its Apple TV box. This year, pictures of the new models have been circulating in the month of July on Chinese social networks and specialized sites. Another classic, repeated annually: information on the launch of production of Apple products, thanks to the confidences of its subcontractors employees
● YES because it is a. codified event too.
Apple likes to do the show, but according to its own rules. A keynote is a high-profile event, with lots of information and products presented in a very short time. Any organization aims to raise anticipation. A few weeks before the big day, Apple sends a colorful and enigmatic invitation to the American press. Hundreds of journalists are then invited to San Francisco or Cupertino, home to Apple’s stronghold. The event is broadcast live on the Apple website. The number of journalists on site to perform most live in their own media. The result is close to a commentary of a football match: journalists relate the action, publish pictures of the event and are possibly a few jokes. But it usually wait until morning to read the first analytical articles. As to the products, journalists on site have the right to take in hand a dozen minutes. This is far from enough to make a real opinion.
● YES because Apple is not the only major new technology enterprise.
The company headed Tim Cook is certainly a consumer electronics giant, but it is not the only one who can claim this title. South Korea’s Samsung is the leading vendor of smartphones in the world and accounts for 21% of the market. Moreover, Apple’s iOS operating system is facing minority Android (Google), which equips more than 82% of phones in the world. Google also organizes him broadcast live annual conference, Google I / O. This is also the case of Facebook, which organizes an annual to its developers event, also broadcast on the Internet. Certainly, the social network does not produce smartphones, but it handles a product used by over 1.49 billion people worldwide. It can hardly be more popular.
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