Capturing the insanity of Apple’s most important event in years.
BuzzFeed / Matthew Lynley
At the inaugural Code Conference in May this year, Apple senior vice president Eddy Cue told attendees that Apple had "the best product pipeline that I've seen in my 25 years at Apple."
What he didn't include at the time, but become apparent today, was that in order to show everything off Apple was also planning what is arguably one of the single-largest events it has ever undertaken. It built a whole structure at De Anza college. Hundreds of the media that Apple typically would not include in its events were asked to join. And the whole event also included hundreds of Apple employees that worked on the products that Apple CEO Tim Cook unveiled.
The event itself, including an appearance from U2 and advertisements featuring Jimmy Fallon and Justin Timberlake, was enormous. Amid the chaos and rushing reporters, Apple showed its patented ability to generate an unbelievable amount of hype and spin an event for the media is very much alive and well.
BuzzFeed / Matthew Lynley
The formula at these events is often the same: Apple invites select members of the press, who come and get their hands on the products and then write breathless stories filled with technical jargon and high-resolution photos.
But this one was different. Gizmodo, for example, a publication previously banned for leaking photos of the iPhone 4 before its launch, was invited. Several fashion outlets were invited in anticipation of the company releasing a wearable device.
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