The last week has been eventful for Apple’s software and AI divisions. Following the announcement of a postponement for significant Siri enhancements to a vague future date in “the coming year,” John Gruber, the journalist who broke this news, published a harsh critique of Apple titled, “Something Is Rotten in the State of Cupertino.” Some critics are demanding a public apology from Apple. Regardless of that, here’s another suggestion: it might be time to reinstate the in-person WWDC keynote.
Examining the Benefits and Drawbacks of Live vs. Pre-Recorded Keynotes
There hasn’t been a more opportune moment for Apple to host a live, in-person WWDC keynote.
Before 2020, every Apple keynote took place in person. However, the COVID pandemic prompted a shift in strategy that has remained in place.
Currently, Apple opts for meticulously crafted, pre-recorded videos for their product announcements and the WWDC keynote.
Each format has its merits and downsides. Typically, pre-recorded presentations boast superior production quality and can be more concise due to tighter editing, eliminating applause breaks and adopting a streamlined approach.
On the other hand, live keynotes provide a more personal experience.
Steve Jobs was notably exceptional at conducting these presentations.
Although Tim Cook and other Apple executives may not replicate Jobs’ charisma, they have delivered engaging live keynotes for years leading up to the pandemic.
There’s potential for them to do so again, and this year would be a perfect opportunity.
Addressing the Negative Impression Left by Apple’s Siri ‘Concept Video’
John Gruber’s recent critique centers on Apple’s presentation of Siri features, which he described as “vaporware.”
These were features Apple claimed were real, slated for release within the next year, and emphasized in the iconic “Siri, when is my mom’s flight landing?” section of the WWDC keynote… Apple either couldn’t, or wouldn’t, showcase these features live back in June, even with the assistance of Apple product marketing representatives using scripted demos on prepared devices. […]
What Apple presented regarding the new “personalized Siri” at WWDC was not a live demonstration; it was merely a concept video.
One challenge with pre-recorded segments is that they allow for easier marketing of unready features through concept videos rather than authentic demonstrations.
While live demos can also be staged to mislead audiences, the Siri presentation evaded scrutiny because well-edited videos make it convenient for Apple to display concepts that aren’t yet market-ready.
This practice can endanger Apple’s long-established reputation of delivering on its promises.
Utilizing WWDC to Present Authentic Software Created by Real People
Apple seems to be comfortable sticking with pre-recorded videos for all its presentations. However, it might be beneficial for the company to pivot this WWDC.
An in-person keynote would provide a unique chance for Apple to regain the trust of both the media and consumers.
Leaders like Craig Federighi and Tim Cook could capitalize on this moment to reaffirm confidence in the talented individuals behind Apple’s software development.
As AI continues to dominate technology discussions, Apple could emphasize the critical role of human creativity and involvement.
While the same format from five years ago may not be appropriate, Apple could certainly innovate and present live events in a contemporary way for 2025, blending the advantages of in-person interaction with the appeal of video content.
If Apple embraces an in-person approach while incorporating engaging, contemporary video segments, this WWDC could stand out for more than just the redesign of iOS 19—but also in establishing a fresh narrative.
Demonstrating real products on actual devices could effectively connect with the audience and reassure them that the missteps from last year’s Apple Intelligence presentation will not be repeated.
And that Apple remains a company committed to delivering what it showcases.
