Will Apple and other tech companies launch a better watch because of Covid?

   "Developer, developer, developer, developer, developer."
   In 2000, the scene where Steve Ballmer, then a Microsoft CEO, sweaty, full of energy, became a viral hit after he stepped onto the stage and shouted over and over again. Same word.
   It was one of the many moments in the past 30 years of a live tech event that offered a moment not to be missed.But lately, tech fans have been starved by live launches because of the Covid pandemic.


   Keynote speech, the long demo popularized by Steve Jobs of Apple, among the tech celebrities, disappeared.Instead, most tech companies have turned to virtual events. In nearly all of the cases this was associated with extremely glossy pre-edited videos.
   Technology commentator Jason Snell reflects: "We all watch them together, quote, 'live' but they don't go live. They're pre-recorded and just live. It's like one. premiere on YouTube ".
   And some believe that this format still exists.

Not enough space

   This Tuesday, Apple is expected to roll out a number of new iPads and other products this way, previously revealed the new iPhone and even gave a keynote speech at the publishers' conference. copy. to develop its annual WWDC in a similar way.
   Many in-person attendees loved the change.
   Ish Shabazz, an independent iOS developer who has joined WWDC annually since 2015, said: “Last year was one of the best conferences they had… very few people did not appreciate this format. over there ".One of the big problems with live events is that there's too much space in the meeting room.Shabazz said that even though he will attend Apple events, he is often not allowed in the main room.In fact, most viewers watch from afar, which raises a conundrum.
   “You are serving everyone in your audience,” explains technology analyst Carolina Milanesi.
   "So those who don't have time to get out, the avid Apple fans, don't feel like they've been in it.."The benefit of pre-recorded video, she added, is that it now feels like chief executive Tim Cook is talking directly to each potential customer.
Coupon on stage
   There are other reasons why technology companies may prefer a pre-recorded format.For one, it eliminates those awkward cases when something goes wrong.
   There have been many such moments over the years. Looking back now with gusto, at the time they weren't completely funny towards the people involved.
   Like the Cybertruck windows that Tesla couldn't cover, that bug…. get hit instantly when hit by a metal ball.Apple's branding is based on beautiful, high-end devices.
   There were mistakes on stage - like when Steve Jobs' iPhone 4 demo crashed in 2010 because of wi-fi issues - that didn't match the image the company wanted to show.
   “It's fitting for the Apple brand to have perfect, well-built video where they control everything and you don't have any looseness on a live event,” Mr. Snell said.
Network effects
   Conducting a live event can also be costly and stressful.
Not all tech CEOs are natural public speakers. Pre-recorded videos, using autocue and as much as you like, can fit a number.
   In many ways, it makes sense to skip live events.
   However, these debuts are far more than the presentations themselves.
   As Mr. Shabazz pointed out, Apple's annual developer conference is an opportunity to meet and connect with others."Honestly, that was my highlight of the year. It's when we can come and talk to everyone in the community," he said,For most of those attending these conferences, the development of direct connections was a huge attraction.For tech companies too, live events, with crowd participation, are opportunities to draw in a bit of real-time energy at launch.
   Mr. Snell said: "It resonated with the audience and applause. It worked well. That's why they made the comedy soundtrack in the sitcom ... it's weird without it."
   Certainly pre-recorded videos eliminate the risk, but as anyone watching a football match behind closed doors can attest - a stadium without an audience can create the atmosphere. . aseptic. Not what you want when you're trying to get people excited about a product.
Hands off
   Virtual events also limit the way journalists rate products."You miss the chance to really touch the devices and that's what's important for Apple," Milanesi said.Many companies send products to reviewers, but there is often a lag time compared to the release time