Why Apple always make an impact

Thursday, September 19th, 2013 by Simon Morton

This week is a big one for Apple. Yesterday they released iOS7 into the ether and tomorrow sees the iPhone 5S and iPhone 5C go on sale in the UK.

But the products themselves are not the exciting part for us here at Eyeful.

Whatever you think of Apple products, it can’t be denied that when it comes to creating and sustaining a buzz about what they’re doing, Apple leave the competition far behind.

Apple products are distinctive but that’s not the secret, the secret lies in how Apple presents those products to the world. Apple have moved from niche market innovators to mass market providers by knowing and growing their audience.

There have been glitches along the way and even the late, great, Steve Jobs has contended with audiences that were less than enamoured with his message. But overall Apple has kept their audience on side by knowing what they want and communicating with them in a way they respond to.

Apple product launches have become events in themselves, they appear seamless and unforced but it has been well documented that behind the scenes it’s a different story. Every technical part of the show has a back-up for its back-up and every word and action is rehearsed and rehearsed before the audience even knows the event is taking place.

Apple uses a very simple presentation formula: the product, the presenter, the slideshow and the audience.

There are very few people who would refuse the opportunity to make the sort of presentation impact that Apple does, indeed many have tried to emulate them and failed because the simplicity of it all can be intimidating.

But just like the production, the simplicity of the presentation belies its true nature.

You might think that as a presentation design company we’re about to have a five minute rant on how much more exciting the slides could be, but you couldn’t be more wrong. The slides are the least important part of the presentation, without a powerful, engaging story and a presenter who knows what they’re doing the slides would be useless, however visually fantastic they were.

The thing is we’re not just a presentation design company, we’re a presentation consultancy company too. We help our customers get right down to the heart of their proposition and understand their audience because that’s how engaging stories are born, the slides that tell those stories are simply a means to an end.

Apple demonstrates to everyone just what a difference this approach can make and you don’t need a multi million pound budget to achieve it either, just a little Eyeful expertise can make all the difference.

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