
What are all those people celebrating with their standing ovation? Even the guy on stage is applauding. Sure the new product is exciting, but applause? Unlike a play or a musical performance (even a U2 performance), nothing is actually happening on stage when a product is announced. All that work that goes into making a product was done months ago, and the audience isn’t even being asked (at the moment) to thank the people that made the product. Instead of rapt silence or an excited buzz, lots of people are moved to show their unbridled enthusiasm in a very specific way. It is the same kind of collective reaction that comes after a political speech and I don’t think that’s a coincidence. When we applaud the Apple Watch we’re applauding an imagined future. more...




