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November 26, 2018
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Americas: What Apple Teaches Us About Using Video at Events


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October 30th, 2018: As I sit at my desk and type this article, the keynote presentation from Apple's launch of the iPad Pro and upgraded MacBook Air from the Brooklyn Academy of Music in New York livestreams on my split screen. A preproduced video rolls first, to give us background on the path Apple developers followed to create the latest device and on how the new product features can be used. When that's done, the stage show that follows is masterful: expertly choreographed, akin to a network television program. 

As someone who works with organizations to craft video strategies for their events, I find Apple's product launch to be a perfect case study. The company weaves video seamlessly into the fabric of its events. One takeaway that has already struck me as I watch online:

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