Next week will be new Apple CEO Tim Cook’s first headlining of Apple’s regular press event/product rollouts. Nothing too mysterious about this one — it’s gonna be all about the new iPhone. As it relates to PR, what should we be expecting?
• A nod to Steve. No doubt, even a few weeks after Steve Jobs resigned as Apple CEO, the event will likely have some acknowledgement of the work he did to make Apple one of the greatest modern brands.
• Nothing too over the top. This is Cook’s first public foray as the new CEO, so don’t expect too many fireworks or razzle-dazzle at this event. It will likely be fairly straightforward, and let the new iPhone, ahem, speak for itself. Once Cook gets a good run on future events, then the format may evolve more to fit his speaking and presentation style.
• Keeping it simple. No matter who’s doing the talking, remember the essential, critical element to Apple’s branding success — keeping things simple for the consumer to understand. If you don’t believe that, check out this video of a Microsoft parallel universe.
What else would you expect that we see next week?