During the keynote presentation,Tim Cook CEO of Apple, started out with an intro of the product and then moves into a very casual styled list of new features, “the best of the best” to be specific, and gave the audience a short description of each new feature and the ways the user is going to benefit from them. Apple has always been very short and simple when advertising because it already has a very strong brand recognition and so since it has a superior product in the industry, it does not have to spend too much time describing what they do.
This keynote presentation though is market oriented. Advertising that is very market oriented is often times successful because it is really aiming to reach their target market, or to whom they are selling. By focusing on new features this upgrade provides, it is geared towards making the customer feel as though they need it and it will in turn make their life easier, since everyone’s life is now in their smartphone. The keynote presentation also touched on both features and benefits. The features are displayed as a list and names things such as “siri upgrades” and “camera bonuses” and “pay friends”. Then, throughout the presentation, the presenter delivered the benefits, or the ways in which this is going to help the customer if they decided to download this software or purchase a new Iphone.