The people behind the keynote

With MacWorld up the corner, Mike Evangelist retells his story of exactly how much preparation is done to come up with a keynote address. Evangelist was formerly in charge of the DVD products of Apple as well as the editing software known as Final Cut Pro back in 2002.

Steve usually rehearses on the two days before a keynote. On the first day he works on the segments he feels need the most attention. The product managers and engineering managers for each new product are in the room, waiting for their turn. This group also forms Steve’s impromptu test audience: he’ll often ask for their feedback. He spends a lot of time on his slides, personally writing and designing much of the content, with a little help from Apple’s design team.

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