Apple's presentation and confidence
The presentation is certainly about beauty and technology—I like how it was directed and filmed. iPhones and other things—all great with a pinch of skepticism, but I want to talk about something else. The very delivery of the words caught my attention. How shamelessly, constantly, and convincingly the company praises itself.
It's probably about the cultural (and generational) differences between Russia and the US. To sell something, you have to be confident in both yourself and the product. If it's a phone, it's definitely the coolest; if it's technology, it's impressive; if it's an experience, it's stunning and unrivaled. And I'm not talking about quantitative metrics, which are there too—that's fine. I'm talking about emotionally charged text, which has no basis for such adjectives whatsoever. But they need to convince the viewer, and to do that, they need to praise themselves.
I took the transcript of the presentation and highlighted the emotional epithets in it.
Let's take a look:
⬥Magical / phenomenal / breathtaking / stunning / sensational / remarkable / fantastic / gorgeous - 26 times
⬥Incredible — 17 times
⬥ Perfect — 12 times
⬥ Amazing — 11 times
⬥ Best / most / absolutely / truly / by far (amplifiers) — 60 times
So, they come out on stage and say, without further ado, that everything they have is simply amazing, the best and most incredible — at the same price! Often there's no evidence or basis for this, but a confident person or speech inspires confidence in others. It's convincing.
Is Apple's design and technology perfect? No. Is there room for improvement? There definitely is. Are there any flaws? 100% not, there are most certainly bugs and compromises.
So I wish all designers the same self-confidence and faith in their work. If you've invested in a project and are presenting it to a client, find the advantages, highlight them, and rehearse the presentation. And you'll achieve your dream ideal with time, practice, and discipline. Rome wasn't built in a day.
Your design is normal, incredible, and amazing. And there's nothing wrong with you. Love the design <3