God, is that you? No, it’s just Steve Jobs.
Before Apple CEO Tim Cook took the stage at the new Steve Jobs Theater for Apple’s latest product launch, the voice of his predecessor echoed through the darkness. It was part cool, part creepy.
“So… we need to be true to who we are and remember what’s really important to us,” said the ethereal voice of Jobs, as piano music played. “That’s what’s going to keep Apple Apple, is if we keep us, us.”
The one-minute Jobs intro set the tone for Cook to unveil the next generation of the iPhone, ten years after Jobs revolutionized the smartphone. After walking on stage, the lights came on and Cook was backed by a giant picture of Jobs in a Mr.Burns-esque pose, looking out over the crowd. If you’re an Apple fanboy, it was awesome… but it also felt a little like a meeting of a well-funded cult.
“It was only fitting that Steve should open his theater,” said Cook, seemingly misty. “He loved days like this.”
He then began a tribute to Jobs, and a product preview that also included looks at the newest versions of the Apple Watch and Apple TV.