The choreography of an Apple event
Apple CEO Tim Cook likely will introduce an iPhone 5 at Wednesday's event. But nobody knows for sure.
 
STORY HIGHLIGHTS
- The stagecraft of Apple events is predictable yet effective
- Observers say the company makes its message clear, hammering a few points
- In tech, many companies fail to follow Marketing 101 and get bogged down
- Orchestrated events help the company sell its message
 
 
(CNN) -- When Apple CEO Tim Cook takes the stage 
Wednesday in San Francisco, presumably to introduce the world to the 
iPhone 5, everyone knows what's going to happen.
As a company that has 
honed image-making to a multi-billion-dollar science, Apple has drafted a
 detailed playbook for its product announcements. The stagecraft rarely,
 if ever, strays from that tried-and-true script.
Invited journalists and 
others will crowd into an auditorium decorated with cryptic banners 
teasing something vaguely exciting. Some edgy but accessible rock, from 
the counterculture whine of Dylan to the indie stylings of The Shins, 
will greet the audience as they settle into their seats. Then the show 
starts.
"Tim Cook will tell us all about Apple," said Rene Ritchie, editor-in-chief of
 iMore,
 an Apple-centric blog focused on mobile devices. "(Marketing vice 
president) Phil Schiller will come out and show us the new iPods. Then 
(vice president) Scott Forstall will come show us the software."
Finally, after almost an 
hour of mounting expectations, comes the big reveal. This time, it's 
going to be an iPhone 5, unless the company has perpetrated a 
hoodwinking of unprecedented proportions.
Steve Jobs was savvy at building anticipation for his "One more thing ..." surprise announcements of new products.
 
 
Predictable? Yes. But, boring? Not in the eyes of the hordes of Apple fanatics who will be hanging on every word.
Because when perhaps the 
most secretive company in tech holds an event, everyone thinks they know
 what's going to happen -- but no one knows exactly what's going to 
happen.
"It's like the Super Bowl and the Oscars of technology all rolled into one," Ritchie said.
A disciplined message
 What to expect with new iPhone 5
What to expect with new iPhone 5
 
 Apple ripe for parody with iPhone 5
Apple ripe for parody with iPhone 5
 
If that sounds over the top, consider the way then-CEO Steve Jobs
 unveiled a heretofore unknown device called the iPhone
 in 2007. Playing off of pre-event rumors, Jobs announced Apple would be
 indeed introducing a phone, along with a mobile internet device and 
"the best iPod we've ever made."
"Are you getting it?" he
 finally said, after saying "iPod," "phone" and "internet communications
 device" over and over again to an audience that had begun cheering like
 a college football crowd on game day. "These are not three separate 
devices. This is one device."
In recent years, tech 
product launches have come to look pretty much the same. A senior 
executive with a wireless microphone paces back and forth across a 
stage, spouting hyperbole while slides show impressive sales figures or 
images of new products.
But analysts say Apple 
has taken its stagecraft to a higher level. Jobs was famous at bringing 
emotion to his keynote talks and building anticipation for his "One more
 thing ..." surprise announcements of new products.
"Their discipline in how
 they deliver a message is extraordinary," said Van Baker, a research 
vice president at Gartner. "All you got to do is contrast an Apple event
 with a Microsoft event. You go to an Apple event and they say three 
things and they reiterate it about three times and there's one more 
thing they throw in at the end.
"When everybody leaves 
an event they know exactly what was announced and they know exactly what
 they're supposed to take away from it and exactly what the message is."
Ritchie puts it another 
way. "They tell you what they're going to tell you, they tell it to you,
 then they tell you what they told you."
The Apple events flip 
the script on the traditional "don't bury the lead" way of pushing out 
news. Instead of making the big announcement first, Cook and others 
likely will trot out a list of smaller news.
The number of new Apple 
Stores opened. Updates to Mac and mobile operating systems. Freshen-ups 
on products like iPods or Apple TV.
In an age of Twitter and
 live-blogging, it's a way to put details in front of the public that 
might otherwise get buried under the big news.
But the minutiae disappears the moment the ramp-up to the big reveal begins.
(There's some chance it might be "reveals" this week. In addition to the iPhone there's talk that a smaller
 "iPad Mini"
 might be on the way. With the iPhone 5 basically a foregone conclusion,
 that could be a candidate to be Cook's Jobsian "One More Thing ... .")
The company hasn't been 
averse to a little schtick to help with those reveals, either. At times,
 Jobs would riff humorously at events like the
 2002 "funeral" for Mac OS9 or his
 1999 chat with HAL 9000 of "2001" fame.
Oh, and about those cheering crowds: They're no accident either.
"They stock the front of
 the place with the Apple and Pixar people who are excited about it," 
Ritchie said. "That's so carefully staged. It's laid out very carefully 
to create a story."
Reality distortion
It's all elaborately crafted, yet oh, so simple.
"In truth for anyone 
who's been through an MBA program, it's marketing 101," Baker said. "But
 most companies, especially in the technology industry, just do not have
 the discipline to be able to do that ... . The vast majority of them 
are driven by an engineering culture rather than a marketing culture and
 they want to talk about everything that's in the product, and that 
leads to a dilution of the message."
The details of the 
formula have evolved over time. In Apple's earliest days, Jobs took the 
lead for entire events. But in recent years he began bringing in 
deputies such as Cook, Schiller and Forstall to share the stage -- in 
effect preparing a new generation of leaders.
Observers jokingly (or
 in the case of some rivals,
 angrily) call the end effect of these events Apple's "reality 
distortion field." The level of excitement is infectious and the message
 is hammered home in a manner to which even normally skeptical tech 
journalists aren't immune.
"They sort of get you 
where they want you to be and then they spoon feed it to you ...," 
Ritchie said. "It's easier for us to regurgitate it, whereas with other 
companies, they make you think about it and it's easier to scrutinize 
it."
The critiques of the 
products usually don't come until later, from outside the event hall. 
They have ranged from technical issues, such as the
 antenna problems on the iPhone 4, to light-hearted ruminations on whether more Apple engineers women in the room might have kept Apple's tablet from
 being called an "iPad."
But for at least one 
news cycle, those more probing questions tend to get buried under a wave
 of breathless reports about Apple's event.
"It's almost like an exercise in Sun Tzu for business presentations," Ritchie said, referencing the "Art of War" author.
Among the famous quotes 
from that ancient Chinese manual: "All men can see these tactics whereby
 I conquer, but what none can see is the strategy out of which victory 
is evolved."