Apple goes comedic in keynote

The tech giant’s CEO, Tim Cook, handed over the reins to a senior vice president for much of its annual presentation, and the tone was notably different from that of years past.

Ragan Insider Premium Content
Ragan Insider Content

Whereas Cook’s delivery remains slow, stilted and serious, Federighi is a lively presence with a distinct sense of humor — even if that humor often tends to fall under the category of Dad jokes.

Federighi flashed a “metal” hand sign when introducing Apple’s new gaming program system called Metal. He refused a call that was supposedly from his mom, and called “the newest Apple employee” instead — Dr. Dre. And in the most bizarre segment, demonstrating video messages in iMessage backstage, he wore a large wig and had another Apple employee take a chainsaw to it — a joke on Federighi’s famous large, gray, Flock of Seagulls-style hair.

Other observers weren’t quite as forgiving of Federighi’s material as Mashable was. One blogger at A8 Observer said, “Perhaps comedy is not his thing.” Whatever the case, many people noticed the change in image that Apple seemed to be going for.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.