How Apple Masters “The Prestige”

The current Hammock Idea Email is about what you can learn about Apple’s new product launch magic by ignoring the products Apple unveils on Tuesday and focusing, rather, on how they handle the “third act” of any trick, “The Prestige”:

Next Tuesday, Apple will hold one of its famous new product unveilings. If you want to learn why Apple is the master of such unveilings, here’s our advice: Ignore the products they launch. Concentrate instead on watching Apple’s mastery of “The Prestige.”

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Sidenote related to obscure blogging thing: After drafting the Idea Email (the emails are collaborative and written by several people, but this one started with my draft), I Google’d to see if there was anyone I should credit with using the film, “The Prestige,” in describing Apple’s unveiling practices. When I saw that my longtime blogging friend M.G. Siegler used the film in September, 2012, I added that credit to the draft (although he concluded “the turn” is what Apple masters, not the prestige). Later in fact-checking, we discovered that on RexBlog, I had used the film The Prestige in an Apple-related post even earlier (in June, 2009) than M.G.’s (or ParisLemon’s) post. After reading and writing thousands of posts, it all cooks down to cajun gumbo that, if lucky, is both familiar but that still has a little surprise kick to it (a metaphor I’m sure hundreds of bloggers have used).