When vice president Phil Schiller introduced the new MacBook Pro, he said it was just 0.71 inches. Other Apple executives do something similar. In presentations and interviews, Cook will rarely deliver a statistic without adding one sentence that puts into perspective. More impressive, he said, “That makes it the store with the largest number of credit cards anywhere on the Internet.” This is a technique that Cook uses very effectively. For example, Cook said there were 400 million accounts on Apple’s App Store. Put numbers into context. Tim Cook and other Apple speakers deliver statistics by putting the numbers into a context that’s relevant to the audience. If you need to list items, place them to the right of an image and animate each item separately so they drop in to the slide one at a time. When Tim Cook provided an outline of the conference, his slide displayed an image of a WWDC badge on the left and a list of five items on the right. Apple spokespeople do this frequently in every presentation.
If you want to show a list of items (such as features, benefits, technical specs, etc), place an image on the left of the side and the list on the right. A slide filled with text and bullets is the least effective way to deliver information. There are photos, images, and words, but no bullet points. There are no bullet points in an Apple presentation. Start strong or you risk losing your audience.Īvoid bullet points. A new and improved Siri was part of the presentation so it made sense that Apple would choose to shine the spotlight on it. Siri warmed up the crowd, literally, with jokes. Instead they got Siri, the iPhone personal assistant. At WWDC 2012 the audience expected to see Apple CEO Tim Cook open the keynote. Apple always has something up its sleeve. If you’re boring right out of the gate, your audience will tune out and it will be very difficult to re-engage them.
Your audience will give you about 90 seconds to grab their attention. Here are eight techniques you can adopt to improve your very next presentation. Each of the featured Apple speakers are skilled presenters, but the first 30 minutes of the keynote offers an MBA class in presentation skills. Several executives took to the stage to unveil new MacBooks, the new version of the OS X operating system (Mountain Lion), and iOS 6 for mobile devices. Whether you use Microsoft PowerPoint or Apple Keynote to deliver presentations, there is plenty you can learn from the Apple presentation that kicked off this week’s Worldwide Developers Conference 2012 (WWDC).
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