In recent years, Apple keynotes have transformed from electrifying live events filled with unpredictability to pre-recorded showcases that emphasize precision and control. This change began around 2020, influenced by pandemic conditions and the desire for a flawless presentation. While the production quality has vastly improved, the spontaneity and engagement of live demonstrations have diminished, resulting in a more robotic feel. The essence of the event has shifted from innovation in real-time to a carefully crafted performance devoid of genuine excitement, raising concerns over the impact on audience connection and anticipation.
There was suspense. Live demos happened sometimes they failed, but when they didn't, the applause was real, not piped through a Dolby mix.
Each keynote beat feels engineered to avoid risk, reduce friction, and glide past doubt, but in doing so, something vital slips away.
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