Since 2020, Apple’s fall events have generally followed the same style since they departed from filming onstage, in-person events live to instead have the filming mainly take place around Apple Park and various places around Cupertino and California with cinematic shots and transitions added to the mix. However, when you watch this week’s event, you may have noticed something different; as you watch the video, you’ll see that several of the presenters were filmed at various Apple Store locations across the United States. Chances are that you may have not recognized all of those locations showcased in the video, so here are all the Apple Store locations that were filmed for Apple’s event along with the presenters and the products/features they showcased.
Apple Union Square, San Francisco, CA
Kate Bergeron, VP, Hardware Engineering (AirPods Pro 3)
Apple Park Visitor Center, Cupertino, CA
Stan Ng, VP, Apple Watch and Health Product Marketing [in front of the store] (Apple Watch Series 11)
Dr. Sumbul Ahmad Desai, VP, Health [on the second floor] (Hypertension Notifications)
Amanda Santangelo, Product Manager, Apple Watch [next to the store] (Apple Watch SE 3)
Apple Miami Worldcenter, Miami, FL
Kaiann Drance : VP, iPhone Product Marketing (iPhone 17)
Apple Michigan Avenue, Chicago, IL
John Ternus : SVP, Hardware Engineering (iPhone Air)
Apple Downtown Brooklyn, Brooklyn, NY
Greg “Joz” Joswiak, SVP, Worldwide Marketing (iPhone 17 Pro)
I believe the decision to film at various Apple Store locations has to do with Apple’s philosophy in design. If you watch the intro of the event, you’ll see how much Apple has been meticulous about design for both the hardware and the software, and the intro even briefly showcased some of the most iconic Apple Store locations around the world – all with unique designs – including in Changhai, New York, Singapore, Bangkok. Apple pays so much attention to detail that it even put out design videos for both the iPhone Air and iPhone 17 Pro – something that we have never seen in a very long time for any new product from Apple. So I think the theme of the event was clearly about design, and the Apple Stores that were used as filming locations clearly define that principle. They not only have a more, unique style than traditional retail stores and present a welcoming environment, but they also offer the shopping experience when you try out their products.
Design is not just what it looks like and feels like. Design is how it works. -Steve Jobs
