I’m sure I’ll be yammering on over the next few days about the announcements at WWDC today. But first, I wanted to put a suggestion out there to Apple for the next big Keynote presentation (which should be the music event in September, if we follow the usual Apple pattern). And that suggestion would be to bring back the live Quicktime video feed.
I say this knowing that streaming a live broadcast to that many people must be very, very expensive. Streaming is not cheap to begin with, and to do it well for a large audience is even more expensive. Not to mention, a technical nightmare.
But Google just did a live feed for the I/O event at Moscone, which led many people to wonder why Apple can’t do it if Google can. Well, that’s not really a fair comparison. Big as Google may be, it doesn’t generate a live audience like Apple does. My guess is that if today’s Keynote had been broadcast live over the Internet, Apple would have had several times more viewers than Google had for I/O. Not because Google doesn’t have more overall users—they almost certainly do; Google just doesn’t have that kind of draw for these kinds of events. They have no marketing panache. So no one cares if they find out what’s new a few hours, or even days, later. With Apple, people want to know NOW NOW NOW. It’s just a cultural difference.
Having said that, I think Apple should pony up whatever it costs and do the live video again. Why? I’ve got a number for you: 570.
There were 570 wireless devices floating data through the air in that little auditorium today. Most of those were there to fill the void created by the lack of a live video from Apple. That is, they were there to broadcast live blogs, so that the many of us who couldn’t be there could get our Apple fix in real time, or at least seconds after each announcement, rather than waiting a few hours for the full stories to be released.
To be clear: we’re not talking about 570 devices hooked up to the same WiFi network. We’re talking about 570 different WiFi networks, many probably pocket MiFi boxes from Sprint or Verizon, which create their own networks via 3G. That’s a lot of different routers in one room. And that’s a lot of data being passed around at once.
At I/O, Google ran into an issue where it couldn’t continue with its demo of Google TV. At the time, I mocked Google, wondering how such a big company could possibly let its demo fail so epically. Had they not tested their network properly? Were they not prepared? Well, now I realize that maybe they just were victims of a similar WiFi mania themselves.
I’m 100% certain Apple didn’t show up today unprepared.
So the way I see it, Apple basically has a few options. They could ban personal WiFi networks, or render MiFis useless by installing some sort of cell phone blockers in the room, so that MiFis couldn’t work.
The problem is that people outside of that room would be stuck waiting until the presentation was over to hear any news at all about what was going on inside. You’d literally kill the “gotta have it now” feeling that people get for Apple announcements. Years of carefully cultivated marketing buzz, down the drain.
Or, Apple could stream the video on its own web site, thus feeding the media monster while eliminating the need for all of these web sites to try and create a live blog. They might still try and do a live blog of their own, but who will really be paying attention to their text while a live video is going on at Apple?
That would certainly put a dent in the traffic—and thus ad revenue—of a lot of sites like Engadget and AppleInsider. (Just ask Gizmodo how many people showed up to its site this morning.) Apple has never really shed too many tears for the tech press, so I could see this happening.
Or, option 3: Apple could shut down all MiFis with a blocker of some sort, and then do its own LiveBlog from apple.com, rather than a full video. Get some intern to type in lines as Steve speaks them, like a closed-caption sort of arrangement. Toss in some photos, and most people will be happier than they are now with liveblogs from other sites. Make it a showcase for HTML5 standards by having it work on Mobile browsers, as well. Another marketing victory.
Either way, I expect *something *to be done by September for Apple’s next event. I can’t see Steve letting this one go and risking further embarrassment if there’s any way it can be avoided. Can you?