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Props

In: Rock the Tech Stage

Author

Listed:
  • Oscar Santolalla

Abstract

When the time arrived for Steve Jobs to unveil the MacBook Air (2018), a laptop designed to be the thinnest ever, Apple had to find a special way to show its technological prowess off. At the start of the product launch event, Jobs compared with and ridiculed their competitor’s products, but a couple of clever slides was not enough. How could he show this laptop to the audience in a way that impresses for its thinness and that people would remember this event through the coming years? The ultimate idea was brilliant: bring the laptop from inside a Manila envelope. You would normally put a couple of papers inside a Manila envelope, or you could badly cram a bunch of papers and documents, but who would think of putting a laptop inside? Nobody, because obviously no laptop can fit inside an envelope. The trick was a big success, it created a WOW moment for the audience, and it became a video clip that will be known among the best presentations in history of both business and technology worlds.

Suggested Citation

  • Oscar Santolalla, 2020. "Props," Springer Books, in: Rock the Tech Stage, edition 1, chapter 0, pages 61-66, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-6312-9_7
    DOI: 10.1007/978-1-4842-6312-9_7
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