To say that customers love Apple products would be an understatement of epic proportions. That their products are world class and considered the ‘platinum standard’ for excellence in consumer technology is no surprise but their penchant for such excellence runs a lot deeper than any other company out there. With Apple, unlike other companies, the ‘devil is NOT in the details’ but in the presentation. Apple is so particular about the way their product or service is portrayed that they conduct specific Advanced Presentation Skills training for their employees in virtually every department except engineering and manufacturing. In Apple’s world, everything is based on the notion that customer DO judge a product by it’s ‘cover’. Hence the need to present it beautifully!
Effective Presentation Training is all about wooing the customer (listener). Most technology commercials bombard the viewer with data such as ‘memory’, ‘processor speed’ and number of ‘plug-in ports’. While such data might get a nerd salivating, those are mindless numbers to the average consumer. Apple TV ads completely ignore all of those and present how their product influences a person’s life. Videos depict people using their products to do everyday ordinary things that people do – play with their kids, exercise, eating out, etc. They focus on the impact their product will make on someone’s life and not just the technical specs of the product. This is presentation that appeals to human intuition at its core.
Apple’s passion for presentation also carries over into their product packaging. Whether it is an iPod, iPhone or iMac, their packaging is simple, uncluttered and user-friendly. While the outside packaging of most technology products are cluttered with specs, features and technical standards, Apple’s product packaging is clean with a full scale size picture of the product on its face, period. The box or casing slides of like velvet.The main product sits gently nuzzled into its core space and the accompanying accessories are tucked away beneath the product, creating a clean, aesthetic looking, and intuitive feel to the whole unboxing experience. This ‘less is more’ approach to presentation is something that every presenter can take a leaf out of. Good presentation skills entails presenting the most important information that the listener cares about in a simple and efficient manner. Anything more is fatty information overload.
While most smartphones and computers are filled with tons of switches, buttons and ports, Apple takes great efforts to offer a clean and unobtrusive experience in the way their product feels in the hands of a customer. The industrial design team literally runs everything in the company, dictating what a product should look and feel like, while the engineering team is told to work around that aspect. This emphasis in presentation is so deeply ingrained that their methodology of engineering built around design is completely opposite to the way other companies do it. The magic is completely in the presentation skill and begins as soon as a customer picks up a product in his or her hands.