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People under estimate how hard it is to talk naturally in front of a camera. There’s a reason why acting as a profession exists.

Nevermark 7d ago
Do they? I think everyone knows how many hours they practiced and the depth of talent they could draw from. The inhuman consistency demonstrates a deliberate choice, that undermines their own message. Care about impact wasn't just a Steve quirk, it was the reason keynotes were worth having. Try saying "And one more thing..." in recent-Apple voice, without laughing or crying.
- boonzeet 7d ago
  You can have the best acting coaches in the world and still not get ‘it’. Comparing anyone at keynotes to Steve is challenging. He really was among the best at presentation.
  - Nevermark 7d ago
    I agree, expecting Steve would be unfair. And trying to duplicate him would be a mistake. But find a voice that works for whoever is presenting, or get different presenters. The visuals and videos were excellent. The product was cool.
    - ghaff 7d ago
      You're not going to get Steve. For which I'm genuinely sorry. But, yes, Apple has made the deliberate choice to have presenters who rehearse, rehearse, and rehearse. But many are not natural actors and will never be. You can mix things up a bit on a stage. But Apple does want a smooth production and puts a lot of money and effort into it.
      - Marsymars 7d ago
        I always think of this piece: https://waitbutwhy.com/2016/03/doing-a-ted-talk-the-full-story.html https://waitbutwhy.com/2016/03/doing-a-ted-talk-the-full-sto... The best presenters are those who have the natural affinity (or enough practice) to do method 2 really well. What we get from Apple (and most other professional-level speakers who aren't willing to take risks) is method 3C.
    - joemi 7d ago
      > But find a voice that works for whoever is presenting That's much much easier said than done. Sometimes the very rehearsed voice is as good as you're going to get, without the person being a professional lecturer. > or get different presenters It seems as though Apple is prioritizing having actual team leaders speaking about the products instead of just having hired actors do it. I'm perfectly happy with this.
thdr 7d ago
Nah, this is a deliberate choice.
saghm 7d ago
Surely they have enough money to hire either someone to teach them to do it better or someone to give the presentation instead.
ricardobeat 7d ago
Apple trying to make presenters 'act professionaly' is the problem, not the solution. Somehow it worked pre Apple campus?
- vegabook 7d ago
  Infinite Loop seems to have missed somehow. The old Apple with multiple dodgy buildings all over the show was perhaps a bit more chaotically creative. Now it all seems very rehearsed, architected. Too perfect, just like the campus.
ghaff 7d ago
As someone who has spoken on a lot of stages, it's hard. I do sort of agree that falling back on an obviously rehearsed (over-rehearsed?) style isn't great. Jobs wasn't that way but (mostly) but he was a real talent who could have sold sand to arabia. I do think there's a general high-end corporate tendency these days to over-rehearse for big stages. I could name some CEOs who were doing it years ago. And I could name some CEOs who were terrible presenters but were very successful at least for a time.
- nielsbot 7d ago
  He maybe didn't present that say but he did rehearse a lot
  - ghaff 7d ago
    Rehearsal is definitely real. I've certainly guilty of running through presentations mentally and then cringing here and there when I actually give them because some stuff that worked in my mind doesn't really work with an audience. They're almost certainly better when I deliver a modified version a month or so later. That said, it's also the case that casually recovering from tech glitches is pretty key.
    - nielsbot 7d ago
      slightly meta, but remember the time SJ got mad on stage and threw his demo camera? https://www.youtube.com/watch?v=1M4t14s7nSM https://www.youtube.com/watch?v=1M4t14s7nSM
      - ghaff 6d ago
        Heh, never saw that. But I have had clickers etc. not work and I just have had the AV staff do stuff manually on signal and joke that "this is why you have high availability." But I think some people can't do it but that might have been me early on. I was at an event (though not at the talk) when apparently an exec at a large tech company had to deliver a talk at more or less the last minute because someone had to back out because of some emergency. They apparently panicked and pretty much walked off stage. I know I wasn't paid those kind of bucks. But I like to think, at worst, I could improvise on the general topic. Doubtless wouldn't win awards but I wouldn't meltdown. Also, if you've prepared a presentation and the system isn't working, you should be able to do a reset without visuals and just do it. May not be the plan but that's what we should be ready for. (I've also had 3am calls in Japan to fill in for someone with some presentation because the presenter turned out to be at some other event.)
paxys 7d ago
It’s also hard to be the CEO of a multi-trillion dollar company. Speaking is part of the job.
mikenew 7d ago
That's true, but if you wanted to boil down the art of acting to one sentence it would be "do not pretend; actually do". Jobs was a great actor in that he did not pretend to be excited. Whatever coaching is being given here is exactly in the opposite direction of acting.
- GuB-42 7d ago
  It is just one approach, often referred to as method acting. But good actors trained more classically can be just as convincing by pretending. One is not better than the other, these are just different approaches, both capable of delivering excellent or terrible results, depending on your skills and practice. Being excited doesn't mean you look excited to an audience and vice versa.

Nevermark 7d ago

Do they? I think everyone knows how many hours they practiced and the depth of talent they could draw from. The inhuman consistency demonstrates a deliberate choice, that undermines their own message. Care about impact wasn't just a Steve quirk, it was the reason keynotes were worth having. Try saying "And one more thing..." in recent-Apple voice, without laughing or crying.

boonzeet 7d ago
You can have the best acting coaches in the world and still not get ‘it’. Comparing anyone at keynotes to Steve is challenging. He really was among the best at presentation.
- Nevermark 7d ago
  I agree, expecting Steve would be unfair. And trying to duplicate him would be a mistake. But find a voice that works for whoever is presenting, or get different presenters. The visuals and videos were excellent. The product was cool.
  - ghaff 7d ago
    You're not going to get Steve. For which I'm genuinely sorry. But, yes, Apple has made the deliberate choice to have presenters who rehearse, rehearse, and rehearse. But many are not natural actors and will never be. You can mix things up a bit on a stage. But Apple does want a smooth production and puts a lot of money and effort into it.
    - Marsymars 7d ago
      I always think of this piece: https://waitbutwhy.com/2016/03/doing-a-ted-talk-the-full-story.html https://waitbutwhy.com/2016/03/doing-a-ted-talk-the-full-sto... The best presenters are those who have the natural affinity (or enough practice) to do method 2 really well. What we get from Apple (and most other professional-level speakers who aren't willing to take risks) is method 3C.
  - joemi 7d ago
    > But find a voice that works for whoever is presenting That's much much easier said than done. Sometimes the very rehearsed voice is as good as you're going to get, without the person being a professional lecturer. > or get different presenters It seems as though Apple is prioritizing having actual team leaders speaking about the products instead of just having hired actors do it. I'm perfectly happy with this.

thdr 7d ago

Nah, this is a deliberate choice.

saghm 7d ago

Surely they have enough money to hire either someone to teach them to do it better or someone to give the presentation instead.

ricardobeat 7d ago

Apple trying to make presenters 'act professionaly' is the problem, not the solution. Somehow it worked pre Apple campus?

vegabook 7d ago
Infinite Loop seems to have missed somehow. The old Apple with multiple dodgy buildings all over the show was perhaps a bit more chaotically creative. Now it all seems very rehearsed, architected. Too perfect, just like the campus.

ghaff 7d ago

As someone who has spoken on a lot of stages, it's hard. I do sort of agree that falling back on an obviously rehearsed (over-rehearsed?) style isn't great. Jobs wasn't that way but (mostly) but he was a real talent who could have sold sand to arabia. I do think there's a general high-end corporate tendency these days to over-rehearse for big stages. I could name some CEOs who were doing it years ago. And I could name some CEOs who were terrible presenters but were very successful at least for a time.

nielsbot 7d ago
He maybe didn't present that say but he did rehearse a lot
- ghaff 7d ago
  Rehearsal is definitely real. I've certainly guilty of running through presentations mentally and then cringing here and there when I actually give them because some stuff that worked in my mind doesn't really work with an audience. They're almost certainly better when I deliver a modified version a month or so later. That said, it's also the case that casually recovering from tech glitches is pretty key.
  - nielsbot 7d ago
    slightly meta, but remember the time SJ got mad on stage and threw his demo camera? https://www.youtube.com/watch?v=1M4t14s7nSM https://www.youtube.com/watch?v=1M4t14s7nSM
    - ghaff 6d ago
      Heh, never saw that. But I have had clickers etc. not work and I just have had the AV staff do stuff manually on signal and joke that "this is why you have high availability." But I think some people can't do it but that might have been me early on. I was at an event (though not at the talk) when apparently an exec at a large tech company had to deliver a talk at more or less the last minute because someone had to back out because of some emergency. They apparently panicked and pretty much walked off stage. I know I wasn't paid those kind of bucks. But I like to think, at worst, I could improvise on the general topic. Doubtless wouldn't win awards but I wouldn't meltdown. Also, if you've prepared a presentation and the system isn't working, you should be able to do a reset without visuals and just do it. May not be the plan but that's what we should be ready for. (I've also had 3am calls in Japan to fill in for someone with some presentation because the presenter turned out to be at some other event.)

paxys 7d ago

It’s also hard to be the CEO of a multi-trillion dollar company. Speaking is part of the job.

mikenew 7d ago

That's true, but if you wanted to boil down the art of acting to one sentence it would be "do not pretend; actually do". Jobs was a great actor in that he did not pretend to be excited. Whatever coaching is being given here is exactly in the opposite direction of acting.

GuB-42 7d ago
It is just one approach, often referred to as method acting. But good actors trained more classically can be just as convincing by pretending. One is not better than the other, these are just different approaches, both capable of delivering excellent or terrible results, depending on your skills and practice. Being excited doesn't mean you look excited to an audience and vice versa.