Flash, with substance: how Apple mastered the art of the product launch

Barring another “Star Wars” movie or an eighth “Harry Potter” book, nothing in the world could command as much excitement as Steve Jobs stepping on stage to announce Apple’s latest product release.

Jobs made Apple the master of new product launches, and Tim Cook has continued the brand’s legacy of intrigue, hype, and anticipation. Any whisper of a new Apple product sends the tech universe into a frenzy of speculation, and it’s all because Apple makes the product the star.

Think back to the first iPhone spot from 2007. It was a montage of famous Hollywood “hellos,” ending with a shot of the then-sleek iPhone. The phone was the hero of the ad, and when Apple launched the iPad in 2010, the device stole the show yet again. Every camera angle showed the iPad from the user’s perspective, illustrating all the things Apple’s impressive new tablet could do.

Every Apple launch since has followed this theme. Jobs was known for focusing on the end user, but in reality, his presentations centered on what Apple products could do for the user.

The iPod put 1,000 songs in users’ pockets. The iPad improved the browsing, reading, and playing experience that users got from their smartphones and laptops. Jobs didn’t muddle the message by pushing the Apple brand; he allowed the products to speak for themselves, knowing that a groundbreaking new product would create a halo effect for the brand.

Fast-forward to our first look at the Apple Watch, and it’s clear that — once again — the product is the star. Unlike Apple’s sentimental “Parenthood” and “FaceTime Every Day” TV spots, there’s not a human in sight. The camera pans slowly over the watch’s Digital Crown, crawls up the sapphire crystal face, and provides a long, luxurious view of the gorgeous Milanese loop band.

It’s heart-stopping and alluring, and it represents the final frontier of product-focused launches.

The only successful product launch is an Apple-style launch

It seems obvious that Apple would want to make its products the focus of its launches. After all, why waste time promoting the Apple brand when the name itself is synonymous with beautiful, innovative technology?

But Apple’s growing focus on its products speaks to a deeper truth: In today’s competitive landscape, no brand can rely on its reputation alone. Just look at the Amazon Fire Phone. The overpriced, flimsy phone just didn’t stack up to what was currently available, and users took notice.

Sony, Samsung, and Microsoft beat Apple to the smartwatch party, so Apple needs its launch to communicate that its offering is faster, sleeker, and cooler. Any new tech product must impress on its own, which is why the only successful product launch is an Apple-style launch.

Apple creates a compelling narrative around a product that’s heavy on promise and light on details, drums up a sense of scarcity by offering preorders, and keeps the focus squarely on all the amazing things the product can do.

When the product is the star, there’s no reason to overproduce the launch or micromanage the messaging. Months before Apple had a product to show, its watch was one of the most highly anticipated and revolutionary products on the market. Apple didn’t just create demand for a product — it created demand for information. Regardless of whether the watch can live up to the hype, Apple is the only brand people will be talking about for some time to come.