11 Helpful tips to master your Apple keynote presentations

Since Steve Jobs presented the first iPhone in 2007, it has become clear that the keynote itself is a significant factor in the success of a new product. His successor, Tim Cook, is based on the same style. The events are entertaining, inspiring and easy to understand.

Although the relationship between effort and value confirms the value of presentations as a marketing element, it is still not a self-evident thing beyond Apple today, as the many tiring presentations show every day around the world.


11 things to learn for Apple speakers

The success formula, which has been common since Steve Jobs at Apple, includes:

1. A meticulous planning

Steve Jobs has planned his presentations with all the details, and have been oriented towards the development of films. He did not want to offer any room by chance. So he developed a storyboard and captured the attention with stories. Thus, the development of new presentations did not make the widespread mistake of directly using the presentation software like PowerPoint, Keynote or Prezi from the beginning. He developed his product presentations in a three-step process by first writing it down, then drawing it, and only then began to design it.

2. A theme

Steve Jobs often used most simple and most basic theme available. Why? Because the less cluttered design you have, the more impact you make. Here are some simple abstract designs  you can use. If for some reason you need PowerPoint templates instead, try this free website.

3. Enemy: A hero needs an opponent

The little one goes against the big one, David fights against Goliath, such stories love the audience. First, it was IBM, then Microsoft and now Android; A hero needs an opponent. The more threatening the villain, the more radiant the hero. The followers of the brand Apple were thus to fellow-competitors. Meanwhile, Apple itself is a giant, and it became increasingly difficult to present itself as David.

The we-against-the-other strategy has the following advantages:

– Highly loyal fans instead of customers

– Controversial conversation

– Branding and strengthening

– Increase in attractiveness

4. Talk about what matters the audience

There are thousands of things to say about each product. Nevertheless, the keynotes focus on a few outstanding features. What is the audience really interested in, even if it did not know that until a few moments ago? The number of transistors installed is certainly not. Product characteristics that are presented in detail solve a problem that the target group has. The fewer people are aware of the problem so far, the more detailed it is explained. Using analogies, numbers and statistics become meaningful. Is talked about technology, then above all, so the shoppers are proud of it. So from the buyers are also the best seller.


5. Enthusiasm

Everything is “amazing”, “great” and “incredible”. Steve Jobs conveyed passion and the promise to participate in something special. It is not only among the dying disciples that such enthusiasm jumps over.

So, please, be more enthusiasm! If you are not even convinced yourself, how do you want to convince the audience and pack? Choose themes that inspire you or make you enthusiastic about it.


Even today the presentation for Apple keynotes are in great contrast to the usually overfilled slides elsewhere. KISS – keep it small and simple!

The eye eats. Translated into the design of presentation films, this means:

– A new idea gets its own slide.

– Few words

– Better than a lot of text, graphics are suitable as images of thoughts.

– If possible, only one graphic element per slide.

– Sufficient time for the audience to capture the movie.

– Good speakers use less and less text, and more and more striking images.

7. Simple Language

Apple explains things as easily as possible. They use simple language, giving things simple names that convey what it’s all about. Sensual descriptions instead of dry fabric. The simpler the language, the more intense the images at the receivers, the more likely they take the message.

Apple is leading the public discussion on its products with every keynote. This is very smart. Anyone who uses straightforward and comprehensible formulations is rather cited.

8. One more thing!

Like Inspector Columbo, Steve Jobs turned round again; “One more thing …” Subsequently, products like the iPod touch or the MacBook Pro were presented. And it was precisely these things which were left to the audience. Surprise your audience, deliver more than dared to hope.

9. Show

Presentations at Apple are like a good show. They offer both tension and relaxation, variety, transitions and a final. There are demonstrations, music, videos, change of speakers and guests.

For your own presentations, you can use multimedia or let others speak.

10. Stay relaxed

In spite of extensive preparation, it can happen during a presentation to unpleasant surprises. Steve Jobs was usually loose in such situations. Then he has the time until the solution used to summarize the most important features again. If you manage to keep things loose, to put on humor and then to continue with the presentation impresses. Any problems are quickly forgotten, if not again.

11. Practice, practice, practice

If you look on some of Steve Jobs’ many presentations at Youtube, you’ll notice that he has significantly increased his rhetorical abilities over time.

His presentations seemed so light and easy because he had rehearsed them again and again and felt safe. It was not just Steve Jobs who had a lot of effort to make the event so easy.

If you want your Keynote presentations to be amazing, just use the tips written above. Develop yourself into a better presentation person by learning from the best – Steve Jobs.