Bloomberg’s Mark Gurman stirred things up a little with what was likely a deliberately teasingly-phrased tweet. Some took this to be a reference to a live iPhone keynote presentation instead of a pre-recorded one.
That seems unlikely, but there are a couple of reasons for suspecting that the live elements may be livelier this year …
From live presentations to hybrid format
Apple’s keynote presentations and iPhone launches famously used to be carried out live on stage. The pandemic saw Apple forced to abandon the live approach for WWDC 2020 in favour of pre-recorded video presentations – and the company apparently liked the results as it’s used pre-recorded video segments for both WWDC keynotes and iPhone launches ever since.
Of course, the live audiences returned, complete with Apple execs appearing on stage to introduce some of the recorded segments, which delivered a hybrid experience. My own view is that this provides the best of both worlds: the excitement of live reactions and stage presence coupled to slicker and better-paced presentations.
We saw Apple take another step in this hybrid direction at this year’s WWDC, with a live Tech Talk panel straight after the keynote.
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That ‘in-person’ phrase
Gurman then wrote a story about a retail employee lottery to attend the event, and seemingly chose deliberately teasing phrasing for the accompanying tweet.
A number of people took the “in-person” phrasing to mean a live presentation. In reality, of course, there have always been Apple staff in attendance to help run the event, performing tasks like organizing the lines, checking in guests, offering directions, and assisting with the hands-on demos. That’s almost certainly all that is meant here.
Likely not live, but livelier
Some have suggested that John Ternus taking over from Tim Cook could see a shake-up in the format, but personally I think the opposite is more likely the case. Live presentations always carry some risk of demo failure or other mishap, and it would be a massive risk for Ternus to have a live presentation during his debut as CEO.
However, I do think that the live elements of this year’s event could be more animated, for two reasons.
First, the iPhone Ultra will be one of the biggest changes to the iPhone lineup since the launch of the iPhone X. If Apple does a live panel following the video presentations as it did at WWDC, then there is likely to be a lot of excitement in the room. With the device itself officially unveiled, the company will also be free to talk more about the implications for iOS 27 and beyond.
Second, Ternus has a significantly more relaxed style than Cook. That’s likely to create a different atmosphere, both in any live panel discussion and throughout informal interactions with attendees during the hands-on sessions.
What’s your view? Do you think we may indeed see a live keynote presentation, or do you think Apple will stick to the existing hybrid format with perhaps a bit more of a human feel? Please take our poll and share your thoughts in the comments.
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