Why Do Apple Special Events Attract SO Much Attention?

Apple’s ‘special events’ attract public and media attention in a way no other technology company even comes close to. The build up starts months in advance with rumours, ‘leaked’ photos of their new products, and by the time the event is a few days away, it becomes a global conversation. In this way, Apple’s events are more comparable to a Royal Wedding, the World Cup Final or The Superbowl than a mere product announcement. 

With the incredible amount of hype surrounding these announcements, they are often followed by the inevitable ‘that’s it?’ response from the media, and a (temporary) dip in Apple’s share prices. ‘They’ve just taken the iPhone and made it bigger’, ‘Why the hell would I want to use my fingerprint to unlock a phone?’, ‘It looks the same as the last one but thinner’.