This is very interesting for me, because I’m one of those Android switchers 😅 I’ve been following Apple’s stuff for a while until I finally switched this year. I currently own an iPhone 14 Pro Max and a MacBook. I’m planning to get even more Apple products in the future too as I’m really enjoying the ecosystem experience so far !but more than that, I think it's the Android hefting onlookers that Tim is really targeting. The potential "switchers."
Specifically, they're the ones who have been watching Apple's keynotes with growing interest, but for whatever reason haven't yet bought their first bit of Apple kit. Perhaps we could characterize them as still kind'a hovering just outside of the "Reality Distortion Field" just waiting for Apple to announce that one feature that finally convinces them to take the plunge. And they might finally get their killer feature... but if anything else in the presentation doesn't quite sound up-to-par, maybe they'll walk instead of being sucked in.
So yeah: Tim's role in those presentations is to make it all sound amazing... even when the reality is, the majority of the presentation is about small, incremental changes.
Also, as an aside: yes, you actually can paint Jobs with much the same brush. In truth, he's the one who was originally credited with an unparalleled ability to create the RDF... Tim is great at a lot of things -- but really, at this, he's only an adequate imitator following in Steve's very large footsteps. Sometime when you have a few minutes, go watch the original iPhone announcement... and maybe it's just me being nostalgic, but I would encourage you to actually watch the entire thing. There has never been a better showman than Steve when he was in his element.
Though I do have to say, it all started with me reading about Steve Jobs out of curiosity. I even watched some of the old Apple keynotes with him, including the introduction of the first iPhone. It was amazing. There’s just something about Steve’s on-stage charisma and the way he introduces the new features/products that made his keynotes seem very interesting and fun to watch. He always seemed very excited to introduce the new products/features that he even did the live demo himself most of the time. I’d say this is what kind of got me into Apple in the first place and made me consider actually trying an Apple product.. yep, it was Steve’s keynotes !
Tim Cook is still a great CEO imo, but I feel like he kind of lacks that on-stage charismatic personality that Steve had. The current Apple keynotes seem to be taking a more professional style (pre-recorded & edited instead of live) which I honestly kind of prefer right now as it seems more brief, and all the important information are presented in a clear way which is easier to understand. But they still lack some of the humor and the fun vibes of the good old live keynotes (especially the ones with Steve Jobs). Though I guess the current style must be better for them as they don’t seem to have anyone as good as Steve Jobs on-stage anymore.