“We’re starting to do some things differently,” Phil Schiller said to me.
We were sitting in a comfortable hotel suite in Manhattan just over a week ago. I’d been summoned a few days earlier by Apple PR with the offer of a private “product briefing”. I had no idea heading into the meeting what it was about. I had no idea how it would be conducted. This was new territory for me, and I think, for Apple.
The meeting was structured and conducted very much like an Apple product announcement event. But instead of an auditorium with a stage and theater seating, it was simply with a couch, a chair, an iMac, and an Apple TV hooked up to a Sony HDTV. And instead of a room full of writers, journalists, and analysts, it was just me, Schiller, and two others from Apple.
Handshakes, a few pleasantries, good hot coffee, and then, well, then I got an Apple press event for one.
via John Gruber
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Perhaps, Phil Schiller is doing several of these to learn the craft of “product briefing”?
We all know, from the Steve Jobs biography, that Steve spent a considerable amount of time perfecting his briefings and that skill came in very handy for Apple.