The iPhone 16e announcement video sticks to Apple's signature style, making a mid-cycle product feel just as important as a major launch.

The company unveiled the iPhone 16e in a press release and a short video that looks and feels like a keynote presentation. The video features Tim Cook and other Apple employees introducing the product in a structured format, just like they would at WWDC or a September iPhone event.

The pacing, transitions, and scripted delivery all mirror Apple's signature keynote style.

Apple typically separates its marketing into two categories — event presentations and standalone ads. The former includes Tim Cook and other executives unveiling new devices on stage, while the latter consists of high-production promotional videos showcasing products in action.

The iPhone 16e video, however, blends these two approaches.

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Rather than releasing a traditional ad, Apple created a nearly 13-minute video where its team explains the device as if they were on stage at Apple Park. It's a small change, but it raises interesting questions about Apple's evolving approach to product reveals.

Short keynotes & commercials

By mimicking the keynote format in a short video, Apple taps into the excitement of its keynotes and makes the announcement feel more significant than a simple press release.

The style also keeps viewers engaged longer. Social media feeds are flooded with quick, eye-catching videos, but Apple's approach encourages people to watch the entire presentation — just like they would during a real keynote.

Finally, Apple may be testing a new way to introduce mid-cycle products, reserving full-scale events for major releases while using structured videos for smaller launches.

Apple could use the mini-keynote format for other products that don't warrant a full event. Devices like new iPads, AirPods, or Mac refreshes could get the same treatment.

And of course, the company will continue its 30-second commercials for the traditional cable TV format. But platforms like YouTube offer a longer experience (well, as long as you have an adblocker).

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9 Comments

randominternetperson 9 Years · 3168 comments

About 1 month ago

1 Like · 3 Dislikes

mpantone 19 Years · 2326 comments

randominternetperson said:

Brought to you by Nike, apparently.

Surely I'm not the only one to notice Tim's shoes or the fact the Nike shoes appears later in the video.

I know that Apple has a minor partnership with the Apple Watch, but this seemed gratuitous. And, no, there is no way it was just happenstance.

Apple and Nike's partnership will be twenty years old next year. It started in 2006 with a pre-iPhone iPod+Nike sports kit, essentially a proto-AirTag for activity monitoring (step counting, etc.). Perhaps you're too young to remember it.

https://dollarmakers.com/nike-and-apple-inc-a-successful-partnership/

The Apple Watch Nike+ project came out ten years later in 2016, so almost reaching ten years.

Anyhow, it makes sense that Apple would evolve its marketing presentations. The world doesn't stand still. For sure Apple prefers a highly controlled message delivery that a live presentation doesn't guarantee.

4 Likes · 0 Dislikes

applesauce007 18 Years · 1708 comments

And just like that, the Apple 5G model is out after years of development.
Congratulations to Apple on releasing the C1!

1 Like · 1 Dislike

neoncat 6 Years · 181 comments

randominternetperson said:

I know that Apple has a minor partnership with the Apple Watch, but this seemed gratuitous. And, no, there is no way it was just happenstance.

Adding to what Mpantone said, Cook is also on Nike's Board of Directors. Watch some older product reveal videos—you'll see he's wearing Nikes in all of them.

2 Likes · 0 Dislikes

mpantone said:

randominternetperson said:

Brought to you by Nike, apparently.

Surely I'm not the only one to notice Tim's shoes or the fact the Nike shoes appears later in the video.

I know that Apple has a minor partnership with the Apple Watch, but this seemed gratuitous. And, no, there is no way it was just happenstance.

Apple and Nike's partnership will be twenty years old next year. It started in 2006 with a pre-iPhone iPod+Nike sports kit, essentially a proto-AirTag for activity monitoring (step counting, etc.). Perhaps you're too young to remember it.

https://dollarmakers.com/nike-and-apple-inc-a-successful-partnership/

The Apple Watch Nike+ project came out ten years later in 2016, so almost reaching ten years.

Anyhow, it makes sense that Apple would evolve its marketing presentations. The world doesn't stand still. For sure Apple prefers a highly controlled message delivery that a live presentation doesn't guarantee.

Hardly too young. The AAPL stock I bought back then is what's allowing me to retire early in a few months.

But yeah I have no recollection of that particular Nike-Apple collab.