Today is Apple Keynote Party Day!

Christmas has come again.

Across the world, millions of geeks will be silently bursting with glee in the run up to the Apple keynote. For most grown men (and, for the geekier women), there is nothing better than an Apple keynote day. The excitement is simply fantastic.

Even if you try and avoid the headlines and tweets, it’s rather fun to see the mobile world changing in front of you.

I LOVE the fact that whilst I’m sitting back gawping in delight, hundreds of frantic board calls are being hastily arranged around the world by panicked competitors wondering just what the ramifications of the announcements will be.

I do hope there’s some delight.

I wasn’t that impressed at the iPhone 4S keynote, despite the amazing Siri demonstrations. Apple allowed the media to run away with the story of the “iPhone 5” and didn’t attempt to put any corrections out via the company’s network of friendly analysts, journalists and tipsters. That was a mistake and it damaged by appreciation of the event. Like the millions watching, I was sitting waiting for the new hardware. Even as the keynote came to the end, I wondered if there was still time for one-more-thing.

You see, this bit is is total theatre. So it’s important to get it right.

On balance I think Apple has managed the expectations reasonably well. We’ve had lots of controlling counter-“facts” to help the media more or less arrive at some kind of “informed assumptions”. A new iPad, a better screen, probably a better processor and so on. But nothing earth shattering. Good. If a new iPad arrives looking good, that’s fine. If Apple move mountains with an awesome announcement we didn’t expect, brilliant.

Either way, I’m delighted that so many geeks will have a little spring in their step this morning.

For the mobile geek world, the Apple keynote is probably the closest thing we’ve got to event programming. It’s like Big Fight Night. Or the Superbowl.

I’m looking forward to seeing what all the enterprises out there will make of the new iPad. Will they suddenly be replacing their “old” iPad 2s with the new ones? Will we start to see corporate-hand-me-down iPad policies? e.g. The CEO wants an iPad 3, so his PA can have the iPad 2? I wonder.

Come on Apple, let’s see what you’ve got!

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

One reply on “Today is Apple Keynote Party Day!”

Pundits continue to question Apple’s dominance in tablets and cell phones. I am not sure if it is more not wanting to “see” what is actually happening or if there is just an industry bias towards the outsider that is now dominating this industry. However, if anyone questions Apple’s ability to completely take over the media, just look at what is happening today with a “press conference”.

It would appear the world is stopping to pay attention to the 10am PST press conference in California today. Who else commands such news in our marketplace today? Who else has demonstrats the kind of press Apple generates for a simple product launch? Who else has the eyes and ears of almost everyone walking the streets today?

This reminds me of Michael Jackson or Elvis Presley announcing their tour dates. Or Neil Armstrong Walking on the moon. Or Kate and William’s wedding announcement…

The entire world of wireless and electronics is stopping today…for a third generation product launch. Not the first generation, but the third.

Every company out there wishes they could replicate Apple’s ability to market a product. Their marketing strategy and product development should be studied by every business school in the world!

Giff Gfroerer

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