Inside an Apple dog-and-pony show (video)

Apple staged a state-of-the-art press briefing for the new MacBook Pro. iMore’s Rene Ritchie takes you behind the scenes.

From Ritchie’s New MacBook Pro (2018) first look, listen, and feel:

I didn’t just get the regular old product briefing and hands-on—time with the new displays and the new keyboards—and yeah, there are new keyboards—I mean I got that, that’s fine, it’s good.

But I also got a lot more. I got to spend a couple of hours talking to real pro photographers, scientists, video editors, music producers and developers who’ve been living on these machines for a week or a couple already. I got to see live demos and hear all about if and how the new hardware had changed or improved their very demanding, very high-profile workflows. And that was legit awesome.

[youtube=https://www.youtube.com/watch?v=FyyZtG1JT4Q&w=840&h=503]

My take: Ritchie is a good reporter with excellent access, and I don’t mean to take anything away from his video scoop. In fact, what I like best about it is how he makes explicit what is usually hidden: The scaffolding by which Apple builds press coverage for sustaining innovations that might otherwise fly under the radar.