Even from a distance, the event Apple put on this week to introduce its new Apple Watch felt unlike anything it has done before. While Apple’s famous keynote events always draw a lot of attention, this was off the charts. But was it great?
A new level of hype
The absolutely crazy level of attention Apple demanded and the hype it built up stands out in particular. Apple’s presentation style has historically been cool—underpromise and vastly overdeliver, without breaking a sweat.
This time, Apple went out of its way to attract attention, inviting not only its typical journalist and tech-executive guests, but also the global fashion set and various grades of celebrities, many of whom tweeted and Instagrammed as if they were attending a Hollywood awards show. Singer Gwen Stefani posted from her private-jet ride with Apple employee Dr. Dre.
On my way to apple launch w dr dre ⚡️
Was Apple’s Watch keynote good enough?
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