“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
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.