Behind The Magic Curtain

Fascinating look at the preparation that goes into a Jobs keynote.

If the chief executive of Cadbury-Schweppes speaks at a conference, or Nike’s boss introduces a new kind of trainer, you might expect to see it covered in specialist magazines, then quickly forgotten. But on Tuesday a chief executive will stand up and announce something, and within minutes it will be scrutinised across the web and on stockbrokers’ computers. It will be in newspapers. They’ll talk about it for months.

So when Steve steps out on that stage, with its stark black-on-black colour scheme, and does his apparently simple demos, he brings the combined energy and talent of all those people and many more back in Cupertino, California, and channels it to the audience. It makes me think of a magnifying glass used to focus the power of the sun on one small spot until it bursts into flames.

We’ll see that tomorrow and discover which (if any) of the 10-15 rumored products are actually launched.


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