Check out Matt D. Scott’s advice for manufacturers at Cedia14.
” Companies can learn a lot from watching an Apple press event. One of the things that has helped Apple rise to the heights of success since its first iPod release is its ability to put on a good “show and tell” event.
Apple product launches, are just that —launches! They aren’t demonstrations of a cool looking box that’s just a shell or a hollow mock-up of a future piece of technology. Apple loves to show a product and tell us about its availability (usually for pre-order next week) and that it will be shipping shortly thereafter. For example, the recent iPhone 6 announcementwas accompanied by the news that the phone will be available in two week”
Read the rest here