Call it adver-docu-tainment.
In the past, Apple would assemble the tech press anointed in Cupertino or San Francisco, trot out a revue of top execs including a black turtleneck-bedecked Steve Jobs, and wax poetic for an hour-plus on what the company was bestowing upon the public this time. Today, that appears to have changed.
In a move anticipated by many in the personal-tech press, Apple on Tuesday rolled out a litany of new products, highlighted by a revamped iMac desktop computer and a slick new mouse. But instead of the dog and pony show, the [don't call it a computer] company merely shut down its online store for much of the morning, opening it back up with a product line-up that did much of the talking for itself.
This iMac's coming out party had no keynote. No credentialed hands-on and accompanying drool-fest photos. Just a video.
The clip is a mix of documentary-style testimonial and slick product slideshow, with a healthy dose of "ain't it cool" advertisement laced throughout. Apple fans will recognize elements of the company's trade show talks in the slick spot, including reference to environmental considerations.