Communication
62 The Legacy of Stevenotes
Perry Hopper
Chapter 107: The Legacy of Stevenotes and Tech Showcases
In the realm of science, technology, and society, the phenomenon of tech events known as “Stevenotes” have had a significant impact on pop culture and the tech industry. While not the first of its kind, Stevenotes has had a tremendous impact on how companies present future products to consumers and shareholders. But exactly is a “Stevenote”? We’ll answer that question throughout this chapter along with exploring who Steve Jobs was, his influence on the tech industry, and how Stevenotes revolutionized how companies advertise their products.
WHO WAS STEVE JOBS?
Steve Jobs, a visionary entrepreneur and co-founder of Apple Inc., revolutionized the technology industry with his innovative products and distinctive methodologies. Despite lacking a technical background, Jobs demonstrated exceptional business acumen and a keen eye for groundbreaking concepts, leading to the creation of highly successful products and one of the most valuable brands globally (Vatousios & Happonen, 2021). Jobs’ influence extended beyond business, as he pioneered AI in software engineering, integrating large language models into traditional methodologies, thereby shaping the future of software development (M, 2024).
Furthermore, his charismatic leadership and effective rhetorical skills positioned him as a prominent figure in both academic literature and popular media, leaving a lasting impact on technology and society (Heracleous & Klaering, 2014). Jobs’ emphasis on innovation and his ability to focus on long-term goals rather than short-term profitability contributed to his unparalleled success, distinguishing him as a key figure in the entrepreneurial landscape (Kaliannan & Ponnusamy, 2014). His legacy continues to inspire entrepreneurs and business leaders, solidifying his position as one of the greatest entrepreneurs in history (McCormick & Bean, 2023). The impact of his work and leadership style transcends the technology sector, influencing diverse fields and serving as a model for aspiring leaders across various industries (Rao, 2015).
THE HISTORY OF STEVE NOTEs
Stevenotes, a term coined to refer to keynote presentations by Steve Jobs, are iconic in the tech industry. Jobs’ presentations were characterized by his charisma, showmanship, and ability to unveil groundbreaking products in a dramatic fashion. These events were not merely product launches but theatrical performances that captivated audiences worldwide.
The first Stevenote actually dates back to 1984 where Jobs unveiled the first Macintosh at an event for the Boston Computer Society, the world’s largest personal computer organization. The Macintosh (the predecessor of the Modern Mac) was the first personal computer that prioritized the user interface. Most personal computers before the Macintosh were not very user friendly and intern not used by mainstream consumers. The Macintosh aimed to widen the spectrum of consumers by making it more user friendly. Simple concepts we associate with computers today like “point & click”, “touch & drag”, and “cut & paste” were all originated by the Macintosh as well as the concept of apps that look like real objects, a staple that can be seen in Apple and other smart products to this day. While not the first official Stevenote, this presentation had the seeds of what later Stevenotes would have such as entertaining the audience as well as informing.
A year later, Jobs was infamously forced to step down from his role as CEO of Apple before rejoining in 1996. At this point in Apple’s history, the company was struggling financially, forcing to make very decisive and crucial decisions to shape the companies future. This was seen during Job’s first official Stevenote at the 1998 Apple Worldwide Developers Conference.
Steve Jobs’ involvement in the 1998 Apple Worldwide Developers Conference was a significant moment in the history of Apple. At the conference, Jobs introduced the iMac, a product that would redefine Apple’s position in the technology market. Jobs’ presentation skills and charismatic leadership were on full display as he unveiled the iMac, showcasing his ability to captivate the audience and generate excitement for the company’s new product (Daly, 2011). His strategic use of narrative and storytelling during the presentation exemplified his rhetorical impression-management skills, further enhancing the impact of his speech (Sharma & Grant, 2011). Additionally, Jobs’ communication strategies, including the use of meta discourse markers and persuasive language, played a crucial role in conveying the innovative features and capabilities of the iMac to the developers and the public (Zhang et al., 2021). The conference marked a turning point for Apple, setting the stage for the company’s resurgence under Jobs’ leadership and laying the foundation for its future success (Sheen, 2014). Jobs’ presentation at the 1998 Apple Worldwide Developers Conference (AWDC) not only showcased his visionary approach to product launches but also demonstrated his ability to inspire and mobilize the audience, leaving a lasting impact on the company and the technology industry as a whole.
Between 1999 to 2011, Stevenotes have unveiled numerous products and software that have become synonymous with the Apple brand. The Stevenote at the 1999 AWDC introduced Wi-Fi connectivity to their iMac Products. The 2002 AWDC saw the launch of iTunes and the iPod, the 2007 AWDC saw the launch of the first iPhone and 2010, a year before Job’s death, he unveiled the first iPad.
STEVENOTES IMPACT ON OTHER COMPANIES
While not directly influenced by Stevenotes, most companies followed the general structure of Stevenotes while doing their own Tech Showcases. These showcases serve as platforms for companies to exhibit their technological expertise and benefit from innovation competitions (Capponi et al., 2019). The showcases have also been instrumental in highlighting the technological advancements and sustainable initiatives of various companies, contributing to a greener and sustainable future (“Genetic Studies for Diabetes in Asia – The Key to Precision Medicine (Vol. 24, No. 11, Full Issue)”, 2020). Furthermore, these events attract high-tech firms that aim to showcase and benefit from their
technological expertise (Capponi et al., 2019).
In the context of the specified companies, Samsung has been known to participate in tech showcases, demonstrating its technological innovations and product advancements. Similarly, Sony’s PlayStation and Nintendo have been actively involved in showcasing their latest gaming technologies and innovations. Tesla, known for its groundbreaking advancements in electric vehicles and sustainable energy solutions, has also been a prominent participant in tech showcases, highlighting its technological prowess and contributions to sustainable initiatives.
The showcases have not only focused on technological products but have also emphasized the importance of technological activities and innovation in various sectors, including computing and bio-tech (Bagheri et al., 2019). Additionally, the relevance of social context in technology adoption has been substantiated by research findings,
indicating the significance of these showcases in the wider societal and economic context (Iyer & Anjanjyot, 2022).
CONCLUSION and Relation to STS
Stevenotes and tech showcases represent more than just product launches; they are cultural phenomena that reflect the intersection of technology, marketing, and society. While they have played a crucial role in shaping the tech industry and driving innovation, they also raise important questions about transparency, accountability, and the ethics of persuasion in the digital age. These tech presentations completely changes how general audiences consume future products. They no longer have to read about it in the newspaper or see it in a commercial months after it was conceived. Now everyone can learn about the future of tech the same time as investors. These tech show cases have created new culture surrounded by excitement for new products.
What year was the Macintosh unveiled?
- 1986
- 1994
- 1984
- 1995
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