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10 presentation techniques you can (and should) copy from apple's wwdc keynote.

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I look forward to Apple keynote presentations and product launches because, as a communication specialist, it’s hard for me to find a better role model for creating, designing, and delivering a presentation. The keynote at Apple’s Worldwide Developers Conference (WWDC) 2013 offers yet another opportunity to learn fresh and effective techniques that you can and should apply to your presentations.

Stick to one theme per slide. The designers behind Apple’s presentation slides once told me they stick to one theme per slide. Don’t try to cram too much content—too many ideas—on one slide. That goes for statistics, too. For example, think about how many slides you would create if you delivered the following idea: “The developer program is incredibly vibrant. We have over six million registered developers. Demand for this show has never been greater. We sold out in just over a minute [71 seconds].” Most people would put the two statistics, 6 million and 71 seconds , on one slide. Apple CEO, Tim Cook, had two slides. The first one simply read: 6 million. The second slide read: 71 seconds. The second slide also had the words “Sold Out” in red (see below). If a statistic is important enough for you to deliver and you want your audience to recall the data point, then it deserves its own slide.

Make data visual. Early in the presentation Cook announced that Apple customers have downloaded 50 billion apps from the App Store. Instead of simply putting the number [50 billion] on the screen, as most presenters would do, Apple designers created a visual display of the data. Since the statistic had a lot of zeroes they decided it would be impressive to fill the screen with it: 50,000,000,000.  But they didn't stop there. If you look closely at the slide (below) you can see that the zeroes are actually images of apps. Data is more memorable when it’s visually interesting.

Always avoid bullet points. There are no bullet points on Apple slides. There are images and text (sometimes on the same slide), but no bullet points. Bullets are the least effective way of transmitting information on a slide. It simply adds too much clutter to the screen and forces the audience to read too many words as the presenter is talking. Most people can’t listen to someone speak, read text at the same time, and expect to retain anything!

Share the stage. Tim Cook shares the stage with his executive team, designers, partners, and developers. Cook introduced five other speakers in the two-hour period and one of them, Apple senior vice president of software engineering, Craig Federighi, took the stage twice. Designer Jony Ive didn't physically join Cook on stage, but appeared on a video to explain the design philosophy behind the new iOS 7. Too many CEOs and founders think they have to carry the presentation or pitch themselves. Think of your presentation as a Broadway show complete with sets (slides), props (demos), and a cast of characters.

Stick to the 10-minute rule. Cook introduced his first “guest speaker,” the co-founder of Anki, Boris Sofman, at exactly 10 minutes into his presentation. The 10-minute rule is a technique I recommend to every presenter, but I must give credit to the person who inspired it— University of Washington researcher, John Medina. Medina once told me that no matter how engaging you are, your audience will begin to tune out of your conversation after about 10 minutes. That doesn't mean you can’t reign them back in, but if you drone on and on you will most likely lose their attention.

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Apple does a nice job of building in “soft breaks” to maintain the attention of the audience. Cook didn't speak for much more than ten minutes at a time. He would break up his slides with another speaker or a video. All the Apple speakers stuck to the rule. During his introduction of the new operating system, OS X Mavericks, Federighi included two demonstrations, both lasting under 10 minutes and both about 10 minutes apart. Although Federighi held the stage for more than 10 minutes, he provided soft breaks and kept the flow moving nicely: Slides-demo-slides-demo-slides.

Have a chip on your shoulder every now and then. Apple vice president of worldwide marketing, Phil Schiller, may have received the loudest applause when he revealed a radical redesign of Apple’s desktop for professional users, the Mac Pro. In a clear jab to critics who say Apple has lost its innovation edge, Schiller said, “Can’t innovate anymore, my ass!” Your audience appreciates passion and emotion once in a while.

Create a Twitter-friendly headline and repeat it twice. My favorite communication technique is what I call the Twitter-friendly headline. Whenever you launch a new product or service, clearly summarize it in one short sentence, preferably under 140 characters so it’s easily tweeted. Apple executives do this for every product announcement. The new iOS 7 was no exception. Twice in the presentation Tim Cook said, “iOS 7 is the biggest change to iOS since the iPhone.” Now take a look at a few tweets from popular media brands:

@Mashable: Apple unveils iOS 7, ‘biggest change since the original iPhone.’ @HuffPostTech: A look at iOS 7, the biggest change to iOS since the introduction of the iPhone. @USATODAY: Tim Cook calls iOS7 the biggest change to iOS since the introduction of the iPhone.

The Twitter headline works every time. Create one.

Practice. A lot. A 20-minute demo and product launch can take up to 250 hours at Apple. That includes the time spent on creating the story line, designing slides, testing the demo, and on-stage rehearsals. Apple’s slides are brilliant and the presenters are smooth and ‘effortless’ because speakers and designers spend a lot of time behind the scenes to get everything just right.

Show your team some love. It always helps to acknowledge your team. Cook lavishes praise on his team in nearly every public appearance. He concluded the WWDC ’13 keynote by saying, “I’d like to thank everyone at Apple who worked so hard to create them [new products]. I get to work with the most talented and creative people on earth and it’s a joy to serve with them.”   Express your heartfelt admiration for the team as much as possible.

Make your presentations public. Within two hours of the keynote Apple made the video of the entire two-hour presentation available on its website. It’s not buried on the site, either. It’s on the home page. Presentations are now part of your brand’s story and marketing message. Post the slides on your website and on a sharing site such as Slideshare.net. The slides bring your brand story to life.

Don’t let your ideas die because they were delivered poorly. I’m not suggesting that you copy everything about an Apple presentation (look, colors, style, font) to the letter. I am recommending that you copy the techniques in Apple’s keynote; techniques that are based on proven and effective presentation methods.

Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestsellers The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs . His new book, The Apple Experience , is the first book to reveal the secrets behind the stunning success of the Apple Retail Store. Carmine has recently launched an eLearning course titled, New Rules of Persuasive Presentations . Follow Carmine on Facebook or Twitter .

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Best Practices From Apple Event Presentation

Eshita shukla.

The Apple launch events are always a great learning experience for a presenter and a designer. The event always seems larger than life by following some basic presenting rules that do not take the attention away from the product at any point. We have laid out some of the learnings from the Far Out 2022, that will help you in your next pitch presentation :

• The event opens up by talking about how excited people who have built the product are that the product is now going to be available for people to use and make their lives easier.

• Apple never shies away from telling how great their product is, so stop being humble and tell the world how great your offering is, and elaborate on your expertise and accomplishments.

• Apple talks about its legacy, but at the same time, they talk about how they keep innovating, incepting the idea that it will always stay relevant. 

• Apple understands the value of keeping the presenter at the center of the presentation. The visuals and words are there to support the storytelling and enhance the experience.

• Far Out had multiple presenters and no presenter is on the screen for more than 10 minutes. They bring in the subject matter experts to talk about the product. Listening to a single presenter talk for 30 minutes can feel tiring, whereas the interplay between co-presenters is more interesting. It just feels more natural, much like a conversation and it’s easier for an audience to remain engaged. 

• Apple uses a lot of video (both dramatic and subtle) in their presentation for every slide. There is always motion. There is never a moment for more than 10 seconds where the camera or content is stagnant.
• Always use bigger fonts and fewer words. Showing a lot of text is no more effective than simply copy-pasting a chart of numbers on a slide and explaining it. But like images, the text also needs to be easily understood.

• Apple talks about technical details of the product, although it might not be completely understandable by the audience. As it’s important to make your audience understand what and how your solution is unique compared to your competitors.

• Apple always recaps the offerings of the product. After your build-up and story-telling, the audience only retains 50% of what was said. Therfore it’s important to re-iterate all the important pointers.

• They smartly compare their previous product with the updated version. Hinting they are their only competition and to show it’s such an upgrade

• The closing of the presentation was as enthusiastic as the start. Also, repeating the important aspects and telling the audience how the solution will make a difference in their lives. And circling back to the same point where the presentation started.

• The whole presentation has a very well-defined structure. A topic is introduced, a teaser video is shown, then a problem area is defined, and then a complete solution is presented. Finally, a trailer video is shown at the end to reinforce everything that was presented. The structure is genius, Apple has been using it for years and it really keeps people engaged and excited.

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Following slide demonstrates Apple revenue distribution by products and services such as iPhone, Mac, iPad, wearables, homes and accessories, and Apple services. Deliver an outstanding presentation on the topic using this Revenue Distribution By Product And Services Apple Company Profile Ppt Template CP SS. Dispense information and present a thorough explanation of Revenue Split, Product And Services using the slides given. This template can be altered and personalized to fit your needs. It is also available for immediate download. So grab it now.

This slide provides information regarding brand positioning to determine where the brand stands in context to brands with similar offerings in the marketplace as well as in the consumers mind. Present the topic in a bit more detail with this Brand Positioning Across Consumer Mind To Ensure Product How Apple Connects With Potential Audience. Use it as a tool for discussion and navigation on Brand Positioning Across, Ensure Product Differentiation. This template is free to edit as deemed fit for your organization. Therefore download it now.

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This slide provides information regarding BCG matrix to assess existing Apples product line. The planning tool helps to assess firms products and services to decide what offerings to keep, sell or invest more in. Present the topic in a bit more detail with this How Apple Competent Bcg Matrix To Analyse Apples Product Line Branding SS V Use it as a tool for discussion and navigation on High Market Share, Mark And Stars Segment, Growth Of Diversification This template is free to edit as deemed fit for your organization. Therefore download it now.

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This slide provides information regarding key places where Apple products are sold or distributed to ensure products are conveniently accessible for customers such as Apple exclusive stores, online stores, wholesalers, retailers, value-added resellers, etc. Introducing How Apple Competent Highlighting Places Where Apple Products Are Sold Branding SS V to increase your presentation threshold. Encompassed with Six stages, this template is a great option to educate and entice your audience. Dispence information on Apple Exclusive Stores, Online Stores, Wholesalers using this template. Grab it now to reap its full benefits.

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This slide showcases example of apple brand category and line extension that they used to expand in market and increase awareness about brand. Its key elements are Apple mac, iPhone, iPad, iPod and watch, category extension and line extension. Present the topic in a bit more detail with this Product Marketing And Positioning Strategy Case Study Apple Line And Brand Extension Strategy MKT SS V. Use it as a tool for discussion and navigation on Apple Brand Category, Line Extension, Category Extension And Line Extension, Gained Customers Approval. This template is free to edit as deemed fit for your organization. Therefore download it now.

This slide showcases overview of brand positioning strategy used by apple to attract the potential customers and increase product sales. Its key elements are target audience, category, point of different, end benefits and positioning strategy. Introducing Product Marketing And Positioning Strategy Example Of Apple Brand Positioning Statement MKT SS V to increase your presentation threshold. Encompassed with five stages, this template is a great option to educate and entice your audience. Dispence information on Positioning Strategy, Target Audience, Brand Positioning Strategy, Surprising Technology That Aims, using this template. Grab it now to reap its full benefits.

Following slide provides information about the product differentiation strategy adopted by Apple for enhancing business sales. It includes key strategies such as product designing, customer experience, vertical integration and innovate new products. Increase audience engagement and knowledge by dispensing information using Product Differentiation Strategy Apple Company Profile Ppt Elements CP SS. This template helps you present information on four stages. You can also present information on Customer Experience, Vertical Integration, Innovate New Products using this PPT design. This layout is completely editable so personaize it now to meet your audiences expectations.

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This slide covers a perpetual road map for the Apple brand. It includes various components of the map such as market segmentation, targeting, positioning, etc. Present the topic in a bit more detail with this Apple Mind Map For Understanding Companys Marketing Approach Effective Positioning Strategy Product. Use it as a tool for discussion and navigation on Marketing, Approach, Understanding. This template is free to edit as deemed fit for your organization. Therefore download it now.

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This slide provides information regarding BCG matrix to assess existing apples product line. The planning tool helps to assess firms products and services to decide what offerings to keep, sell or invest more in. Introducing BCG Matrix To Analyse Apples Product Line Unearthing Apples Billion Dollar Branding Secret to increase your presentation threshold. Encompassed with four stages, this template is a great option to educate and entice your audience. Dispence information on Market Risk, Ecosystem Issues, Growth Phase, using this template. Grab it now to reap its full benefits.

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This slide provides information regarding key places where apple products are sold or distributed to ensure products are conveniently accessible for customers such as apple exclusive stores, online stores, wholesalers, retailers, value added resellers, etc. Increase audience engagement and knowledge by dispensing information using Highlighting Places Where Apple Products Are Sold Unearthing Apples Billion Dollar Branding. This template helps you present information on six stages. You can also present information on Online Stores, Wholesalers, Exclusive Stores using this PPT design. This layout is completely editable so personaize it now to meet your audiences expectations.

This slide provides information regarding targeting of potential products to relevant customer. Apple caters different target group such as music lovers, professionals and teenagers, urban population. Increase audience engagement and knowledge by dispensing information using Product Diversification Targeting To Potential Customers Unearthing Apples Billion Dollar Branding. This template helps you present information on four stages. You can also present information on Extensive Targeting, Income, Lifestyle using this PPT design. This layout is completely editable so personaize it now to meet your audiences expectations.

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This slide covers a perpetual road map for the Apple brand. It includes various components of the map such as market segmentation, targeting, positioning, etc. Present the topic in a bit more detail with this Successful Product Positioning Guide Apple Mind Map For Understanding Companys Marketing Approach. Use it as a tool for discussion and navigation on Marketing, Approach, Segmentation . This template is free to edit as deemed fit for your organization. Therefore download it now.

This slide provides information regarding BCG matrix to assess existing Apples product line.The planning tool helps to assess firms products and services to decide what offerings to keep, sell or invest more in.Deliver an outstanding presentation on the topic using this BCG Matrix To Analyse Apples Product Line How Apple Has Emerged As Innovative.Dispense information and present a thorough explanation of Creativity Enthusiasm, Boldness Speed, Highly Imaginative using the slides given.This template can be altered and personalized to fit your needs.It is also available for immediate download.So grab it now.

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This slide provides information regarding key places where Apple products are sold or distributed to ensure products are conveniently accessible for customers such as Apple exclusive stores, online stores, wholesalers, retailers, value added resellers, etc.Introducing Highlighting Places Where Apple Products Are Sold How Apple Has Emerged As Innovative to increase your presentation threshold.Encompassed with six stages, this template is a great option to educate and entice your audience.Dispence information on Preservation Methodologies, Improvise Understanding, Advertising Models, using this template.Grab it now to reap its full benefits.

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