Page 198 - The Apple Experience

perfectly. “Why is this model better than the original?” I asked. “It’s better
for several reasons,” said the Specialist. “The processor is faster than the

original, and it’s really noticeable when you’re playing games. It’s a lot

thinner. In fact, it’s 33 percent thinner. That’s dramatic. And lighter. Go

ahead, pick it up and see for yourself.”

One Apple Store employee told me that reviewing and rehearsing the

script was one of the most important concepts he learned from my book The

Presentation Secrets of Steve Jobs. The script comes from the top. Key messages
will be created at Apple headquarters in Cupertino and delivered publicly by

the CEO or one of the division leaders. The announcement will be followed

by press releases, marketing, advertising, and in-store material. The message

customers hear on the sales floor should be no different. Employees have the

flexibility to personalize the messages, but the key benefits behind each

product remain consistent.

The Twitter-Friendly Headline

Apple CEO Tim Cook follows the same process as Jobs did. What’s the

iPhone 4S? According to Cook on October 4, 2011, “The iPhone 4S is our

most amazing iPhone yet.” The Apple press release for the same day read:
4
“Apple today announced iPhone 4S, the most amazing iPhone yet.” The

front page of the Apple website featured only one product, the iPhone 4S.
The copy read: “It’s the most amazing iPhone yet.” Apple created a television

commercial for the phone highlighting Siri, the personal assistant. The

commercial ended with the words, “Say hello to the most amazing iPhone

yet.”

You might have noticed something about both the phrases used to

describe the iPad 2 and the iPhone 4S. Both are short enough to fit well