Apple Keynote 2025: Innovation Shines, but the Magic Dims
- Michael Rickwood
- Sep 10
- 2 min read
A quick take on Apple’s latest keynote from a long-time fan: highlights of the new devices, a look at where the presentation shined, and a nod to where some of that old Apple magic felt a bit missing
Apple Park, Cupertino, California. Wikimedia Commons
I’ve always been a loyal Apple fan. For the past 15 years, my career and personal tech life have revolved around Apple computers and phones. Naturally, I tune in every year to their keynote events, and last night was no exception.
This year’s keynote was well-structured and packed with innovation. We saw the unveiling of a whole lineup: the new AirPods 3, the Apple Watch Series 11, the iPhone 17, the iPhone 17 Air, and of course the iPhone 17 Pro Max. The storytelling around these products was generally strong—for instance, the Apple Watch’s “save lives” narrative really stood out. But I did feel that there was a bit of overwhelm with the sheer amount of specs and technological complexity. Sometimes, simpler is better.
On the design front, the iPhone 17 Air felt like a real breath of fresh air—innovative and visually appealing. In contrast, the iPhone 17 Pro Max, while clearly powerful and durable, didn’t quite have that same design charm (Saying that, it’s targeting use for filmmakers is really exciting). Still, the visuals of the event itself were strong—great camera work and photography for the most part. But the wide-angle shots mostly used on speakers throughout their presentations aren’t working for me.
Now, on delivery: this is where I felt the event stumbled a bit. Some presenters seemed a little stiff, maybe underprepared or lacking rehearsal. Even Tim Cook looked like he was just reading lines at times unfortunately. Now I really like Tim Cook, and I appreciate he has a lot in his plate - especially right now with all the ongoing challenges facing international trade- but these keynotes were something that Steve Jobs never compromised on.
All right, wrapping that up! In short, here’s how it all comes together: Last night’s Apple keynote showed that Apple is definitely still innovating with some strong storytelling and good design elements—like the fresh look of the iPhone 17 Air. But in terms of communication and delivery, it felt like some of that old Steve Jobs magic is fading. Things got a bit too complicated, and the presenters didn’t quite have that confident polish. What we need are speakers with a more relaxed physicality. Something a coach can help with.
So while Apple still puts on a good show, the simplicity and charm that once made these events magical is a little dimmer now. That can change of course.
I wonder whether live events will bring some pizazz back? Worth considering.
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