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A nice yawn while others wait for the Apple press conference

Am I the only person in the world who couldn't care less about tomorrow's Apple press conference?

Steve Jobs
Ol' Stevie
CNET Australia

Am I the only person in the world who couldn't care less about tomorrow's Apple press conference?

As I was reading the news, one story dominated headlines: Apple's big press conference tomorrow. And while I understand people get excited for this kind of thing because of the promise for new Apple products, I can't help but scoff at this excitement.

What has happened to us? Why has an Apple press event become the most watched, read and listened to event in this industry? Millions will log on to popular blogs tomorrow to get live updates on what Stevie has to say. Doesn't everyone already know what he'll say anyway?

Apple press events have become a showcase for Apple to talk about how well its products sell, the success it has achieved and an all-out schmooze fest that is rivaled by none. Oh, and Jobs unveils products too.

I hate to be so blunt, but the writing is on the wall: Apple press events are about as exciting as watching paint dry. What makes an Apple press event so exciting to people? Is it Steve Jobs? New Apple products that everyone goes crazy over? Or is it the fact that it's hyped up by so many news sites that we can't help but be excited by new Apple news? I vote for this one.

Have you ever heard of the old adage, "sex sells"? Well, guess what: Apple news sells too. Many readers like to hear about Apple news and enjoy the occasional rumor every now and then too. This is not to say that the Apple news isn't noteworthy -- most Apple products deserve the headline treatment. But what I am saying is, why do I need play-by-play coverage?

When Sony, Microsoft, Dell, HP, Logitech, Samsung and others have a press event, we don't get the play-by-play. Some would say that it's because Apple structures its events differently, and that's true. But every single word is captured at an Apple event while other company events are quick news stories.

I've got a news flash for you: most press events are boring. And if you ask me, Apple press events are pretty much the same. How many times can you listen to one man speak while the audience fawns over every word? Invariably you will be hearing these ludicrous descriptions of Jobs' announcement tomorrow: "what a speaker", "he knows how to captivate an audience", "he's the best", and my favorite, "this is the best Jobs presentation ever! How can he remember all of that without notes? He's a genius."


More than Microsoft in its heyday, Apple controls this entire industry, from suppliers to customers, media and beyond. Whether we want to admit it or not, tomorrow's news is something we can all read a day late -- there will be nothing too groundbreaking at that event that we don't already expect. Even better, head down to the Apple store about an hour after Jobs is done speaking and you'll discover everything you ever wanted to know about his announcement.

But alas, most will watch, listen and read about tomorrow's announcement while it happens. But as for me? I'll wait for the real news stories to come out -- and yawn.