In addition to Jobs, what changes have Apple's press conferences undergone over the years?

At Apple's press conference this time, Apple Watch did not make the stunning debut as expected. Whether it was because there were too many spoilers before or the introduction was too brief, the appearance of Apple Watch was far less stunning than its previous revolutionary products.

What does this stock market chart tell us? It's pretty self-explanatory.

Looking back at the previous press conference, Ben Thompson has a very interesting summary, Apple Watch: Asking Why and Saying No. If you look back at every press conference where Apple releases a new product, you will find an interesting pattern.

On October 23, 2001, when Apple released the first generation of iPod, it took 8 minutes for Jobs to introduce the iPod, for the iPod itself to appear on the screen, and 10 minutes for Jobs to take the iPod out of his pocket. During these 10 minutes, he talked about the music market, why Apple wanted to enter this market, why Apple could succeed in this market, and why the iPod was different.

When the first iPhone was released in January 2007, the iPhone itself did not appear on the big screen, but appeared 7 minutes after the topic. During this time, Jobs continued to introduce multi-touch, and the rest of the phone's features were not introduced until 12 minutes later. This entire interval was spent introducing the smartphone market, the problems of other smartphones, why Apple can succeed, and why the iPhone is different.

At the launch of the first generation iPad in January 2010, the iPad topic started at 5 minutes and 20 seconds, but the iPad did not appear until 8 minutes and 57 seconds. In these few minutes, Jobs explained that there was another product space between the iPhone and the Mac, and that the new product was far better than computers and smartphones in some usage scenarios.

The introduction of Apple Watch was a little different. It started with One more thing, and Tim Cook briefly talked for a minute about how they like to integrate software, hardware, and services, and like to make technology more accessible... and then went straight into a video showing the product's design, production process, etc. He didn't give us a "Why-Why" about why they made the Apple Watch, what the market is like, and why people need the Apple Watch.

You could say the difference is because Jobs is no longer around, and maybe the longer "Why" before introducing a product was just Jobs' personal preference.

But Cook did ignore the question of why we need a watch. Seriously speaking, this is not just an oversight, but a serious mistake. At least now wearable devices need a company like Apple to provide enough scenarios to prove that wearable devices are not toys in technological clothing, but unfortunately there is no such thing. Since we can't imagine enough scenarios to buy Apple Watch, why should we buy it?