### Apple’s Pre-Recorded Events: A Change in Presentation Style
Claiming that Apple’s pre-recorded events are controversial is an understatement. What initially appeared to be a temporary solution spurred by the pandemic has evolved into the company’s preferred method of making announcements, despite most of its rivals returning to live presentations.
With the approaching “Awe Dropping” event, Apple has a chance to revisit the live event format. Do you think it will take that chance?
#### Apple Has Been Committed to Pre-Recorded Events
There is no doubt that Apple favors the pre-recorded format, and for valid (and clear) reasons. This approach allows the company to maintain total control over the entire presentation, leaving no room for mishaps, glitches, or awkward demonstrations.
To be frank, I have never been a fan of the pre-recorded format. Nonetheless, the recent events featuring San Francisco landmarks felt more engaging and refreshing compared to earlier presentations, which were characterized by an interminable sequence of overly polished transitions moving throughout Apple Park.
However, it’s difficult to deny that, apart from the Scary Fast event, many of these presentations have begun to blend together, which has not enhanced the overall impression of what is actually being revealed.
And while the wording in this week’s event press invitation mirrors that of previous iPhone events, one aspect stands out: we haven’t encountered any recent rumors about Apple filming the forthcoming presentation at Apple Park.
Naturally, that doesn’t hold much weight, but it might provide a flicker of optimism for those of us hoping for something more than a rendition of the iPhone 17 based on the iPhone 16 event, which itself echoed the iPhone 15 event, and so forth.
#### There’s More to Live Events Than Stevenotes
To clarify, hosting a live event does not necessarily imply a return to the Stevenote format. Yet, there is undeniable value in having a live audience respond to a newly announced product or feature proudly presented on stage—a component that has long been absent from Apple’s events.
Regrettably, I am not particularly optimistic that the Awe Dropping event will provide that experience. But I do hope Apple has something planned beyond just showing another video that they clearly enjoyed making more than we will appreciate watching. Yes, it’s a marketing video. But that does not mean it has to feel like one.
Are you anticipating a live iPhone event on September 9? Share your thoughts in the comments.
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