The death of tech theater

Watching yesterday’s Apple presentation reminded me what we’ve lost since the shift to presentations without live audiences.

For years now, tech companies have perfected the art of polished, pre-recorded presentations. Even when they return to live events, they’re chasing the wrong thing.

Steve Jobs knew something that today’s tech companies have forgotten. People don’t buy products. They buy feelings.

Remember when he pulled the MacBook Air out of a envelope? Pure theater. The setup, the anticipation, the reveal. He made thinness visible in a way no spec sheet ever could.

Compare that to today’s presentations. Beautiful production design, brilliant technology, but missing the spark.

Jobs presented to regular people who might fall in love with a product. Today’s presentations are aimed at developers, investors, and tech journalists.

Just watch how many times they mention specifications versus how many times they talk about what it feels like to use the product.

Jobs wasn’t just a great presenter. He was the last great tech evangelist who understood that selling technology means selling dreams.

Everyone since has been trying to sell features.