The ‘i’ in iPhone

Every year, Apple does a keynote. And every year, they tell us a story.

Apple manufactures the mystique and excitement around their products using that story. Without the story–the narrative–their keynotes are merely press releases about smartphones with better tech specs.

This is the story they tell us:

1. Heritage: Here’s where we’ve been, together. We’re so proud of how far we’ve come, aren’t you?
2. Desire: We’ve created the next step in the journey you’re taking. Amazing, isn’t it?
3. Future: Look ahead, here’s what our shared future looks like together. It’s exciting, isn’t it?

It’s the story we buy; the heritage, the desire, and the future. And it’s the story we experience every time we use their products.

The story is the ‘i’ in iPhone.