Faced with a global pandemic in 2020, the prospect of holding large in-person events was an impossibility. The company quickly pivoted to virtual films, which meant making content designed for the internet audience, not just the tech press and Apple fans. And though these were feature-length films, they were presented in faster, quicker bites and the pacing was made for the online attention span. The goal was to unveil Apple’s newest products, but in a way nobody had ever seen. The traditional executive on stage and cheering crowds were transformed into engaging long form entertainment content that trended #1 on YouTube in 50 countries.

These virtual events needed to present the product launch stories and content authentically, but in a way that would captivate viewers watching online. This meant quicker bites, a faster pace, and some meme-worthy content. By exiting the stage, product demonstrations took place on mountain tops, transitions between sections became high flying thrill rides, and presenters told their stories from a variety of cleverly portrayed and newly imagined locations. These events which traditionally reached media and the most ardent Apple fans ultimately attracted audiences larger than the Super Bowl – transforming product launch events into mainstream entertainment.

When it became evident live events were impossible due to pandemic crowd restrictions, we quickly pivoted to entirely virtual product launch events. This meant making content for the internet audience, not just the tech press and Apple fans. The shows were presented in faster, quicker bites and the pacing was made for the online attention span. Given the dire state of the world, we also approached these virtual events as a blast of optimism, giving Apple Park and the California sunshine a leading role. But the product was still king. And the goal was to present the products in a pure and simple Apple way, while adding excitement and dynamism to each one. This strategy led to Apple’s most watched events ever.

The challenge for execution was to produce four feature length films, each in less than 8 weeks from start to finish. All needed COVID protocols, and the production on 3 of them had to overlap as they were launching over the course of just two months. Enlisting some of the best talent in the production world, utilizing Apple Park as the main location, and creating a shooting schedule to accommodate real engineers and executive presenters. Visual effects, drone work, screen composites, product UI, and remote locations like mountain tops and redwood forests pushed timing to the limit. It was then streamed on YouTube (in which it trended #1 in 50 countries) and on Apple.com, and was watched by 171 million people worldwide.

Watched by a staggering 171 million people, these four events became must see internet content. Our first virtual event in June was bigger than the Oscars, and our iPhone event in October was watched by more people than the Super Bowl, and had a larger audience than the most watched Netflix show ever. All four events trended #1 on YouTube and Twitter. The iPhone event trended #1 on YouTube in 50 countries, and held all top 10 Twitter trending topics at the same time. The events helped fuel Apple.com's largest launch traffic ever, aided in Apple’s record-breaking revenue in 2020, and set a blueprint for the future of product launches.