Apple's product announcements are probably business presentations with the largest audiences ever and an example for all of us on slide design and stage delivery. Yesterday was no exception: a well-rehearsed performance and great looking slides in minimalist Apple style.


In about 5% of the slides, Apple slipped into the feature list trap though. Whenever it was time to wrap up the presentation of a product, a slide with a beautiful photo appeared, with a list of bullet points appeared, summarizing the features. Phill Schiller was rushing through the list, mentioning certain bullets, skipping others, repeatedly looking down at the stage monitor to keep on script.


Bullet points can happen to the best of us.

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