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Apple leads the way with more than just smartphones

Apple has updated its iPhone X with three new models. The iPhone XS Max has a 6.5in (16.5cm) display. The iPhone XS has the same 5.8in-sized component as the original, while iPhone XR's screen is 6.1in but is lower quality.

However, the launch event itself fascinates the events industry. Steve Eakins, managing director at events agency, Live Union, says the anticipation created around the Apple Event is second to none in the corporate events world.

He said: “Since the days of Steve Jobs, they have led the way in creating excitement and buzz, transcending the corporate space to become not just a company update for employees, but a consumer event designed to drive sales.

“This year's Event went one step further - with countdowns live on YouTube and a partnership with Twitter to keep users who opted in (by liking the tweet) updated with Event information.

“Apple is one of a kind in the corporate events world. Where others, such as Alibaba, use theatrics and props to entertain the room, Apple's dominance is demonstrated clearly in their ability to hold the room with the spokespeople alone, allowing the audience to completely focus in, almost hypnotically, on the products being displayed on screen. The level of training these spokespeople will have had in order to maintain the audiences attention in this way should not be overlooked.”