Apple CEO Steve Jobs is well known for his state of the art product launch presentations. Typically these presentations involve Mr Jobs outlining his Apple plans with extensive multimedia support and a selection of colleagues. So this Apple presentation was a departure from his usual style…on the iPhone 4 presentation, for example. This presentation was to Cupertino City Council in California’s Silicon Valley. An area formerly occupied by apricot orchards. So, a very different audience for starters.
The Apple presentation was also different in its content. Mr Jobs presented outlines of a new building planned to house the Apple employees on a new campus, on property recently bought from Hewlett Packard.
But differences apart, the delivery was pure Steve Jobs. From the opening monologue through to the use of multimedia and the questions answered.
His nonchalant presentation style hides the amount of work and input that goes into the presentation. Whilst his multimedia wasn’t as extensive as that used in previous Apple presentations he took the opportunity to use the standard Cupertino Council presenting facilities…the same kit used by everyone else who has to make a planning outline. That was a good move.
And the apricot plan? Mr Jobs told the story of how he’d got his first job with Hewlett Packard on a site that had once been an apricot orchard. Now he’s got his hands on the same site he plans to restore much of the apricot orchard by way of landscaping the Apple campus. A neat use of a presentation story to tie in the environmental benefits of the Apple outline plan.
His presentation was clearly a big moment for the council. Apple is one of the largest employers in the municipality and, according to Steve Jobs, the biggest tax contributor! But he didn’t let the adoration get in the way of his presentation objectives. Nor did he allow some of the rather odd questions to throw him off-balance.
Because, whatever you might think about his presenting success, he remains the CEO of the company. Asked whether Apple would provide free WiFi to Cupertino City Council, he answered, no. And then, asked whether he would open an Apple shop in Cupertino City, he answered, no. Just not enough traffic to justify its presence.
A fine Apple presentation from Mr Jobs whose CEO abilities were keenly on display as he took the questions from his audience.
So, it’s been a few years since the original Apple planning presentation in Cupertino. But the building is now complete, albeit the workers haven’t moved in just yet. However, the Steve Jobs theater is now open for business on the Apple Park campus. And it was this venue that they chose to launch the new Apple iPhones this week (12 September 2017). It’s an impressive venue and an equally impressive Apple product presentation.
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The Principal Trainer at training business Time to Market. Based in Oxford, I run presentation and public speaking training courses, coaching sessions and seminars throughout the UK. Andrew Ivey on Google+
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