Tim Cook announcing the iPhone 16e. The iPhone 16e announcement video sticks to Apple's signature style, making a mid-cycle product feel just as important as a major launch. The company unveiled the iPhone 16e in a press release and a short video that looks and feels like a keynote presentation. The video features Tim Cook and other Apple employees introducing the product in a structured format, just like they would at WWDC or a September iPhone event.
The pacing, transitions, and scripted delivery all mirror Apple's signature keynote style. Apple typically separates its marketing into two categories — event presentations and standalone ads. The former includes Tim Cook and other executives unveiling new devices on stage, while the latter consists of high-production promotional videos showcasing products in action.
The iPhone 16e video, however, blends these two approaches. Rather than releasing a traditional ad, Apple created a nearly 13-minute video where its team explains the device as if they were on stage at Apple Park. It's a small change, but it raises interesting questions about Apple's evolving approach to product reveals.
By mimicking the keynote format in a short video, Apple taps into the excitement of its keynotes and makes the announcement feel more significant than a simple press release. The style also keeps viewers engaged longer. Social media feeds are flooded with quick, eye-catching videos, but Apple's approach encourages people to watch the entire presentation — just like they would during a real keynote.
Finally, Apple may be testing a new way to introduce mid-cycle products, reserving full-scale events for major releases while using structured videos for smaller launches. Apple could use the mini-keynote format for other products that don't warrant a full event. Devices like new iPads, AirPods, or Mac refreshes could get the same treatment.
And of course, the company will continue its 30-second commercials for the traditional cable TV format. But platforms like YouTube offer a longer experience (well, as long as you have an adblocker). Andrew is a writer and commentator who has been sharing his insights on technology since 2015. He has authored numerous online articles covering a range of topics including Apple, privacy, and security. Andrew joined ...
iPerf3 is a network throughput tool used to measure the performance of the network your Mac is using. Here's how to use it in the macOS Terminal app. Apple didn't simply change the expected iPhone SE 4 name to iPhone 16e — they're distinct product lines and all the data points to a strategy shift.
Apple retailers are competing for your business by knocking triple digits off the M4 Pro Mac mini, while the standard M4 model has dropped to $549. "Severance" has officially become the most-watched Apple TV+ series, beating out former champion "Ted Lasso" — but you're probably not surprised.
Apple's update to the iPhone SE adds a new design and Apple Intelligence, as well as a new name: iPhone 16e. Here's how it compares to yesterday's budget option — the iPhone 16. Google has announced that it's bringing a new feature to iPhone that enables users to quickly search while browsing the web or watching videos.
