six colors

by Jason Snell & Dan Moren

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Photos: A Take Control Crash Course - Jason's ebook about Photos, now updated for High Sierra & iOS 11.

Jason Snell for iMore

The art of the Apple event ↦

Of all the brilliant tricks Steve Jobs pulled during his second stint at Apple, maybe the most clever was his transformation of the technology product announcement.

It might not seem that way now, but announcing new products used to be boring. Whether by press release, press conference, or series of individual briefings with members of the press, tech products came out in a quiet and somewhat orderly fashion that did not remotely resemble showbiz.

Steve turned Apple’s product launches into magic by combining anticipation and stagecraft. Though rumors often blunt the surprise factor of Apple’s media events, the fact remains that the most anticipated product launches in the tech world are often called by Apple, like the one happening on Monday in Cupertino.

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