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.
Short keynotes & commercials
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).
