Behind a Steve Jobs Keynote

Shree writes "The Guardian has an article about what it takes to prepare that smooth Steve Jobs-style keynote. When Steve launches iPhoto and says 'here we have 5000 or so photos', he actually means here we have 5000 or so carefully picked photos ... " From the article: "Objectively, Apple Computer is a mid-sized company with a tiny share of its primary market. Apple Macintoshes are only rarely seen in corporate environments, and most software companies don't even offer Apple-compatible versions of their products. To put it another way, Apple is just bit larger than Cadbury-Schweppes and about the same size as Nike or Marks and Spencer in terms of annual sales. Such comparisons come up short in trying to describe Apple's place in the world of business, because they leave out a key factor: Steve Jobs."

Comments

Not surprising. That's what Jobs does.

[jmp_nyc]

The power of Steve Jobs is that he is able to get people to notice what he's doing. Part of that includes his large following of people who hang on his every word. It shouldn't come as a shock to anyone that he works very hard to maintain the effortless appearance of his public persona in order to maintain that following.

Apple makes great products, sometimes jumping into market segments that have other businesses with a head start, makes them slick and easy to use, then markets the hell out of them. The iPod wasn't the first portable mp3 player, but it put the product on the map. If next week's keynote unveils a media-centered Mac Mini with DVR features, it won't be the first such creature (Microsoft's been trying to break into that segment for a while, and Bill Gates just demoed similar features in Vista), but I guarantee that Jobs will unveil products that are much closer to market, and that the proportional effect on Apple's sales will be tremendous...
-JMP

It's the industry, folks

[JamminBen]

Steve Jobs doesn't do anything that anyone else in his position wouldn't do. The reason he's such a personality and driving force is because he sells awesome gadgets to the exact people who want them. Jobs is like Ralph Lauren or Steven King. He gives his people (customers) what they want and has a personality to boot.

People who use Macs picture themselves as a blend of geek and artist. A shiny, beautiful piece of equipment that is easy to use and gets the job done is like a little slice of heaven to them. So when Steve Jobs does his dog and pony show, everyone laps it up.

The difference between Macs and clothing or books is that the personal computer industry, being the interface between pop-culture and the mysterious world of high tech, gets more press and money thrown at it than most other industries. So when there's a new marketing effort it gets picked up by more of the world than similar efforts in other industries.

This isn't to say Steve Jobs doesn't deserve credit for being good at what he does, but I don't think he's particularly unique in his approach or methods.

Re:Really

[Seriocomical]

"The average Asian OEM PC maker sells more computers then Apple. OBVIOUSLY these companies know what consumers want. Apple ( or rather, Steve Jobs ) does not. Apple firmly wants to remain in a niche market, or at least, Steve Jobs does."

It's not necessarily so bad to be a niche player. To draw an analogy to the auto industry, Porsche, Ferrari and BMW could be described as niche players who do not sell nearly as many vehicles as the GMs or Fords but are nevertheless financially successful and famous worldwide for building high quality, exciting and desirable products. The world of cars would be much less interesting if poorly-designed, shoddily-made, mass-market gas-guzzlers were all that was on offer. Similarly, the computer world is better off for having Apple and its products available as a choice, even if they might not alwawys be the cheapest or most widely-used ones on the market.