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Steve Jobs adapted presentations into an art anatomy and boilerplate is his presentation blueprint followed as carefully as it is at Apple. Chief controlling Tim Cook and the added admiral who booty the date for this Wednesday’s artefact barrage will chase the Steve Jobs formula–to the letter.

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Although it’s accounted that Apple will absolution new iPhones on Wednesday, September 12, few bodies absolutely apperceive what Apple has up its sleeve. But we can confidently adumbrate how they’ll barrage it. It’s the aforementioned arrangement Apple has acclimated for years–because it works.

1. Rehearse relentlessly

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The Apple admiral and ally who booty the date will accept apposite for abounding hours over abounding weeks. Steve Jobs accomplished relentlessly. Jobs apposite the absolute 90-minute iPhone presentation over and over for bristles beeline days. Interestingly, there were glitches in every practice, but they were formed out by the time of the absolute event. That’s the point of practicing every demo, every slide, every book of the presentation. It gives you time to assignment out the kinks and, if a annihilate occurs during the absolute event, it gives you an added addition of confidence. 

In the book, Becoming Steve Jobs, Bill Gates said, “It was aloof amazing to see how absolutely he would rehearse . . . he’s alike a bit afraid because it’s a big performance. But again he’s on, and absolutely an amazing thing.” Rehearsals are allotment of what accomplish a achievement amazing.

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2. Build in “Wow” Moments

A lot of anticipation goes in to what I alarm the “wow moment.” It’s the one moment that bodies will be blogging about and talking about continued afterwards the presentation is over. Every Steve Jobs keynote had one, and contempo Apple presentations accept been architecture them in, too.

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In 1984, with a magician’s ability for the dramatic, Jobs pulled the aboriginal Macintosh from a atramentous canvas bag sitting on a table in the average of a blurred stage. In 2008, he alien “The world’s thinnest notebook” by affairs it of a ample envelope. And, of course, it’s adamantine to balloon Jobs affairs an iPod from his jeans to appearance how 1,000 songs fits in a pocket. 

These emotionally-charged contest generally await on props, arresting slides, or a surprise. The abruptness is the now acclaimed “one added thing” that Jobs would generally introduce. There’s alike a Wiki folio adherent to all of the abruptness announcements dating aback to 1998. The blueprint has remained the same. In 2017, Tim Cook adored the big reveal–the iPhone X–for his surprise. He alike alien it with the line, “We do accept one added thing…”

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Why does abruptness work? Recently, I had a chat with a neuroscientist who is paid by above companies to admeasurement admirers engagement. He hooks bodies up to an EEG apparatus to abstraction their accuracy while they’re watching television ads or cine trailers. He told me that the academician finds surprises to be irresistible. Catch your admirers off-guard. That’s the Apple way. 

3. Create a short, repeatable headline.

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This is one of my admired Apple tactics. I acclaim it to everyone. The Apple advertisement will activate promptly at 10:00 am pacific. It will aftermost about 90 account to 2 hours. As anon as it ends (and not a minute sooner), ysis the Apple.com website. You will see the new articles apparent with photos, prices, descriptions and videos. They will be accompanied by one book that you’ll accept heard in the keynote. I alarm it the “headline.” The banderole is consistently abbreviate (it can fit in a Twitter column of beneath 140 characters), it positions the artefact in the category, and it’s calmly repeatable or shareable.

For example, in 2007, Steve Jobs acclimated the byword “reinvent the phone” no beneath than bristles times in his 90-minute presentation to acquaint the aboriginal iPhone. The banderole in the official Apple columnist absolution read–you got it–“Apple Reinvents the Phone.” You can apprehend to see the aforementioned action on Wednesday, September 12. It ability not be a advocate as reinventing the phone–after all, you can alone reinvent a artefact so abounding times–but anniversary artefact will accept a short, addictive description that’s constant beyond all of Apple’s business platforms: in store, in the keynote, on the website, and in its advertising.

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These are the big three genitalia of the formula. There are others, too. You will not acquisition ammo credibility on any Apple slide. You will see added photos than argument on the slides. Tim Cook will allotment the date with several executives, advisers and partners. They will comedy at atomic one video or two videos. Videos accommodate emotional, multimedia break in the keynote.

Above all, Apple thinks of the artefact barrage as a performance. A abundant achievement has a cast, props, arresting visuals, and surprises. Watch for a abundant performance. 

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