This Just made my day. Apple has just announced they would be Streaming their Sept 1 even, and by doing so confirmed my entire theory. in this blog post. Looks like somebody actualy reads what I write...Nah, with 3 days notice, who am I kidding.
For well over a decade now, Apple has been holding therese special events where they introduced their hottest new products Usually via a keynote by the CEO Steve Jobs
The idea was that apple could gather around the whole media and unveil its new iStuff in a dramatic and emotional way. Remember Steve taking out the Macbook Air out of an postage envelope?
These days however the media is not what it once was. People do not wait for the newspaper or magazine to come out to read a detailed editorial about what apple unveiled and how. There days people read the live chat of bloggers on the even, posting their own thought snap snapshots of images as the even unfolds.
We have to remember that Apple' CEO has become a master of presentation. His keynotes are very efficient and informative and to think one can report the apple's new product without the full apple message is .... well irresponsible
This kind of live opinion reporting and quoting stuff out of context has created a PR problem for Apple. Taking advantage of the new web technologies and people appetite to know the latest, a few non journalists have become the de facto distributors of the news surrounding apple to the exact audience apple if mostly making products for.
Apple has largely dampened the long term effect of that by releasing the keynote recording in a streamed version shortly after the event and a downloadable version as an podcast a few days later.
Just recently on the WWDC event apple came across a whole new problem arising from the massive hoards of bloggers packing its keynote. The bloggers were bringing with them hundreds in MyFi 3G base stations to connect their laptops to report. As a result Apple CEO could not effectively connect the new iPhone 4 to the room Wifi for a demo as there were 520 WiFi hotspots in the room.
So these bloggers don't just take seats that could otherwise be used by developers who this keynote is for but mess up the message of the apple' CEO and his keynote too.
Time for Apple to unleash the blogger kill switch and turn on live streaming of its events. Everyone should be able to see the Steve Jobs keynotes himself as they happen. Further more every iOS device could receive a push notification about the event 15 min before, so they have a chance to hop on to a WIFi, click on a link an watch it live. Just imagine the price of the iAds running during that media spot.
Apple could potentially do this in the event prior to the one where they amount a music/video streaming service. This will give them the opportunity to test their ability to stream to millions of people all at once.
While such an approach carried a great risk, it also kill the reasons for some of the problems it has been having lately:
- opinion reporting about its products before its updated website can go live
- crashing demoes of its products because of overwhelmed networks
- seas taken by bloggers, not developers
If live video is too much trough to do, perhaps Apple should consider the next best thing - forbid the use of internet while its keynotes occur.