Apple’s storytelling

If there was an event where Apple expressed the importance of telling stories, it was their services event earlier this year where they launched Apple TV+. Every other word at their March event was either “Services” or “Storytelling”.

But everyevent features storytelling from Apple. They’re incredible at storytelling. And I always enjoy seeing the stories they want to tell with each product announcement they make.

Yesterday’s event was no different.

From a product perspective, it’s hard to get excited about year-over-year device upgrades these days – when phones are objectively “more than good enough” for the overwhelming majority of customers.

How do you make people want something new when what they have is good enough? You tell a great story and make sure millions of people hear that story.

Here are the stories I took from Apple’s September event:

  • iPhone 11 Pro: this is a professional video and stills camera in your phone. Stop thinking you need a camera and a phone and get this.
  • iPhone 11: the new iPhone is tough as nails and the battery lasts longer. It’s also a bit cheaper. What more do you want from us?
  • Apple Watch: this watch will change or save your life, or both. And we’ve got the watch for you – pick from a thousand variations.
  • Apple Retail: everything is fine despite Angela Ahrendts leaving. To prove it, here’s two new initiatives and a beautiful redesign of our most famous store.
  • AppleTV+: We are taking this content thing seriously. We’re not messing about and one way or another you’re going to end up watching these shows.
  • iPad: This is a platform of its own now. It’s not a bigger sibling of the iPhone. We’re going to keep pushing the price down at the low end and keep pushing the tablet paradigm to its limits at the high end.
  • Apple Arcade: Families, we get you. Don’t worry about the slimy games out there trying to nickel and dime you. We’ve got fantastic, exclusive games for you, and for just $4.99 / month you don’t need to worry about your children racking up a huge credit card bill for fake coins ever again.

The stories Apple didn’t tell

  • The Tile competitor: a new way to find the stuff you own. Never lose another gadget or item around your house. Seamlessly integrated with your existing Apple devices. Tiny price compared to the iPhone you’ll be buying soon – why not buy a pack of 10 Apple Tiles? They’ll make a great stocking filler.
  • The pro story for anything other than iPhone. Mac Pro, iPad Pro, MacBook Pro all are waiting for their time to shine.


James Gill

CEO and co-founder of GoSquared.

London, UK