The hype that builds around Apple’s announcement events is humorous. Even Apple thinks so. But Apple’s business depends on it and so the tech giant is building its own humorous hype for its main announcement event of the year, the 2018 keynote address by Apple chief executive officer, Tim Cook.
That began with a tweet, masquerading as a DM, sent by Cook minutes before the address was meant to begin. The cryptic tweet read, Who can get it here quickly:
Useful to remember that even the best companies are run by humans, we all scramble sometimes.
Tim Cook tweet (meant to be DM) ~8 minutes before the Apple Keynote kicks off: pic.twitter.com/NBsgBBoSNq
— Ryan Delk (@delk) September 12, 2018
Of course, rumours began to ping across the Twittersphere. What was “it”?
The answer came in a three-minute film Mission Impossible style film (from the music to a tiny piece of footage that looks like…well, you know what it looks like – everyone does:
The film was produced in-house. The film’s “Kevin,” is, in fact, Kevin Lynch, Apple vice president of technology. Tim Cook also plays himself.
And “it” is…? Watch and find out.