# Apple’s Dull iPhone 16 Launch Event Confirmed My Belief: Google is Leading the Product Launch Arena
Apple has historically represented innovation, elegant design, and mesmerizing product unveilings. From the memorable “One more thing” moments to the launch of groundbreaking devices like the iPhone and iPad, Apple events were once considered the pinnacle in the tech world. However, after viewing the latest iPhone 16 “Glowtime” event, I’m deeply convinced that Apple has lost its spark regarding product launches. The event was lackluster, expected, and lacked the thrill that used to characterize Apple’s presentations. In contrast, Google has risen as the surprising frontrunner in delivering engaging and adventurous tech events.
## Essential Information
– Apple persists in pre-recording its product launch events, a trend initiated during the pandemic.
– While competitors such as Google and Samsung have embraced live, vibrant events, Apple’s launches resemble prolonged commercials.
– Apple’s uninspiring presentations have created an opportunity for Google to excel in providing more thrilling and engaging product unveilings.
### Changing Event Dynamics
Earlier this year, I had the opportunity to attend Google I/O 2024, where DJ Marc Rebillet emerged from a colossal coffee cup to entertain the audience with AI-generated tunes. It was quirky, unexpected, and, most crucially, unforgettable. Although Google’s pre-show antics may not appeal to everyone, they unquestionably infuse a sense of joy and unpredictability into their events. Google is ready to take risks, even if it means encountering setbacks. This stands in stark contrast to Apple’s carefully orchestrated and pre-recorded presentations, which have grown increasingly predictable.
Apple’s choice to continue with pre-recorded events, even as the world resumes in-person gatherings, has drained the excitement from its unveilings. The “Glowtime” event felt more like an extended ad than a product reveal. The cinematic sequences and scripted messages lacked the spontaneity and enthusiasm that live events typically offer. Tim Cook and Craig Federighi were the only speakers who managed to infuse some personality into the event, but their contributions couldn’t salvage the overall flatness.
### Apple’s Cautious Stance
Apple has historically been a company centered on risk-taking, whether it was the launch of the original iPhone or the introduction of the iPad. However, over recent years, the organization appears to have adopted a more cautious approach, particularly regarding product launches. The “Glowtime” event exemplified this shift. There were no live demonstrations, no unexpected twists, and no moments that demanded your attention. Everything was pre-recorded and polished to the point of feeling lifeless.
In contrast, Google’s events brim with personality and a willingness to take risks. Whether featuring live demos that could potentially falter or quirky pre-show acts, Google embraces the opportunity to go beyond the norm. For instance, the recent Pixel 9 launch event included live demonstrations that were not only enlightening but also captivating. Google’s readiness to embrace the unpredictable adds dynamism and excitement to its events.
### Underwhelming Announcements
It wasn’t solely the presentation style that fell flat at the iPhone 16 event; the product announcements were disappointing as well. The highly anticipated Apple Watch Ultra 3 was absent, leaving potential buyers caught between the Ultra 2 (now offered in black) and the Series 10. The AirPods Max received a slight upgrade with USB-C and new colors, but the hardware changes were negligible, and the price remained steep. The AirPods 4 series, which featured a mix of ANC and non-ANC models, only added to the confusion.
Even the iPhone 16 series, the centerpiece of the event, failed to generate excitement. Although the iPhone 16 Pro and Pro Max now utilize the same camera system, and the addition of the Camera Control button was a positive aspect, there was little else to spark enthusiasm. The larger Pro screen sizes and minor design modifications didn’t seem sufficient to warrant the hype.
### The Pre-Recorded Dilemma
One of the primary concerns with Apple’s recent events is the dependence on pre-recorded presentations. While this method was practical during the height of the pandemic, it now feels stale and impersonal. The experience of watching a series of pre-recorded segments, regardless of how refined, lacks the energy and engagement of a live event. There’s no scope for spontaneity, no opportunities for live demonstrations to go awry (or succeed), and no chance for the audience to feel like they’re involved in something extraordinary.
For instance, a live demonstration of the iPhone 16’s new Camera Control button would have been far more captivating than the continuous b-roll footage we were subjected to. A live presentation from Tim Cook or another Apple executive would have added a
