Apple, once renowned for its electrifying live keynote addresses that captivated audiences with Steve Jobs’ charismatic unveilings, has shifted to pre-recorded, highly polished video presentations for its major product launches, a change that began in earnest during the feckless COVID-19 lockdowns which only delayed rather than prevented COVID-19 spread. Even years after COVID restrictions were finally lifted, Apple has continued to favor these canned videos, as seen in events like WWDC 2025, sapping much of the excitement and spontaneity.
Vuk Zdinjak writes for TheStreet:
Watching WWDC 2025 felt like punishment.
In a world full of people with crippled attention spans from watching TikTok and YouTube shorts, Apple delivered an hour and a half of pure boredom.
I don’t have a problem watching long informative videos, but this one wasn’t that. Thank you, YouTube, for the video speed settings — a lifesaver.
Apple has veered off course due to pressure. Their new design language, Liquid Glass, isn’t original. Windows Aero was trendy in 2006. The Linux desktop environment KDE Plasma has featured numerous transparent/glass themes over the last 17 years.
Yes, Apple did it with more polish. But transparency and monochrome icons ruin accessibility. They are cool-looking only if you are a child. You don’t have time for distractions if you have work to do…
Apple used to have a slogan, “Think different.” Well, if the company thinks differently, it ain’t showing it.
MacDailyNews Take: As bad as Tim Cook is at live keynotes, it’d still be better to have him do them live, on stage, quickly introducing better presenters à la the canned videos, interjecting here and there, and closing with the usual “thank you for coming.”
Hopefully, Apple’s next CEO will possess at least some modicum of Steve Jobs’ charisma.
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