Dive Summary:

• MG Siegler at TechCrunch looks at Apple's presentations through the lens of Christopher Nolan's "The Prestige" and picks apart the stages of their reveal.
• "The Turn" is the stage that Apple excels at, turning an ordinary, recognizable object into something extraordinary.
• The tricks the company employs are worth noting for anyone looking to convey an aspect of "newness" in their marketing.

From the article:

"... Apple took something ordinary, a phone, did some extraordinary things to it, and then made it re-appear in grandiose fashion. It’s a great trick. It’s so good, in fact, that I think it’s fair to call it true magic.

The problem, if you want to call it that, is that Apple has now been doing this trick since 2007. Granted, they have other solid tricks too (they are far from the one-trick pony claims that several of their competitors face). But the iPhone is the best trick in their bag. And in the last few years, some people have gotten sick of seeing it. ..."