Digital Event Lessons from Apple WWDC20

Must See TV Product Launch

There is no denying the Apple Worldwide Developers Conference (WWDC) keynote presentations are a technology industry event that has shaped the course of history in the past. I most recently wrote an article on LinkedIn called Key Take-Aways from Apple's Pro Series Releases at WWDC19 discussing how Apple answered some of the long-overdue requests from the Pro user community with the release of the new MacPro and a number of software features specifically for iOS.

This year was no different and the hits kept coming including announcing a new Mac OS release called Big Sur, as well as a multitude of software updates for iOS and iPad. Among some of the more notable announcements include Apple Silicon transitioning to manufacturing their own computer chips, Safari update overhaul that is faster than Chrome, spatial computing innovations for iPad Pro and spatial audio for AirPods, iPhone car keys for new BMW 5 series, and added features to Maps.

Apple is a masterclass in turning a corporate event into an advertisement that people enjoy. While most companies and conferences are struggling with maintaining the production value of a fully live event, Apple chose to make its keynote opening completely pre-produced high-quality content that segued seamlessly from each section. This format still captured the live aspect as a world premiere, but didn't experience the decreased video quality or bedroom backgrounds of many digital events we see in the wake of COVID19.

Apple has demonstrated the ability to turn a physical event with a massive stage into a digital event while keeping the same production value. They accomplished this with a combination of physical and virtual set design, professionally crafted video, and captivating transitions that keep engagement high by maintaining a fast pace content format. And to top it off they released a trailer for their Apple TV+ original Foundation based on the sci-fi classic by Isaac Asimov. This won't air until 2021, but they know how to spark interest in their audience and keep them engaged.

Professionally Pre-Produced Content

OK, we get it. Apple's event crush. But there are a lot of strategies they employ that can be accomplished with varying budget scale, the first being high-quality pre-produced content. In an effort to do everything "live" in the void that virtual events have created with live events being suspended, major brands and conferences have perhaps forgotten that even live events typically involved a number of pre-produced video content, if only the opening video that was often a repurposed video brand anthem advertisement and maybe a "Ra! Ra!" feel-good closer video reminding the audience of the vision and mission of the organization. Now we have been left to watch the CEO in his make-shift office bedroom with her dog barking in the background, and wonder why attendee satisfaction is at an all-time low.

There were more than 11 million people watching the live stream on peak, and however many millions of people live-tweeting and writing gratuitous articles just like this one. That's why they have invested so much time and effort into nailing this event; they know how many people will view it live and form an opinion of the brand based on this experience. Although the specific audience is actually software developers and pro user community, this is actually also a public-facing retail event so a lot riding on the need to flawlessly execute the delivery. It must be perfect. For that level of quality, there needs to be pre-produced content in a professional studio setting, even if the delivery mechanism is live.

Creating a Sense of Place

One key thing that Apple accomplished with their studio set design is creating a sense of place. The subject is properly lit in an environment that adds depth to the content and message they are delivering. In the image below we see Meg Frost discussing the new Map features of Cycling and EV routing. Interesting how they frame the message in a simple phrase "Finding great places", straight out of the Simon Sinek book Start With Why, where he lays out how Apple doesn't start by selling their products, instead they start with the problem that their products solve. In this example, the problem that is being solved from an event production standpoint is a boring environment that conveys low production value to the attendee. Steve Jobs described the details and simplicity of Apple engineering as "imputing" value to the customer by subconsciously conveying the beauty of the solution. In the same way, brands are either stating to their audience "You are important and we value your attention" or "Not so much" with regards to the video quality and setting of the content.

The studio sets varied from the white circular room, the clear glass room, the rack server engineering lab, the home setting for Apple Home products, the gym studio for Apple Watch, but no matter where the subject was shot, the video and the lighting created a professional backdrop for the content to be displayed. This was not only more pleasing aesthetically, it conveys significant brand value.

"But wait, there's more"

Steve Jobs was famous for his trick up the sleeve "Wait, there is one more thing..." moment that would be the reveal of the iPod or iPhone which dramatically disrupted technology for decades to come. We can't all have this Earth-shattering disruptive technological advancement, but brands are wise to end on a high note with an announcement or release that adds an important live element to the event, even if it's been a prerecorded live stream.

Production Safety Standards

One of my favorite moments of the presentation when it concluded with an aerial show of the Iconic Apple campus that dissolve faded into the Apple logo and everything was over, but not before airing a beautiful public service announcement for the whole production community. This was such a gift to the event technology and production community because it signaled that brands can still do high-value professional video production while using responsible best-practice health and safety measures. Also, the memoji left some room for production folks to keep their pink hairstyle and still be considered professional.