SCENE 12Stage Your Presentation with Props

Jobs has turned his keynote speeches at Macworld into massive media events. They are marketing theater, staged for the world’s press.

LEANDER KAHNEY

Industry observers credit Apple for redefining notebook computer design with its MacBook family of computers unveiled on October 14, 2008. As described in the preceding chapter, Jobs had solicited Apple designer Jony Ive to explain the process of making the computer. The new MacBooks were built with a frame (unibody enclosure) crafted from a single block of aluminum. It doesn’t sound impressive, but it represented a feat of engineering that produced thinner, lighter, more rugged notebooks that looked a lot cooler than their predecessors. About twenty-five ...

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