As I was sitting at my desk earlier this week checking out the stories surrounding Microsoft’s Windows 8 Consumer Preview talk at Mobile World Congress in Barcelona, I was struck by something: the press event was very long and very boring.
I then thought back to the many, many Apple events I’ve covered. Nearly all of them, with the exception of iOS- and Mac OS X-focused events, are compelling and deliver news from beginning to end. More importantly, they effectively convey the single message that has made Apple so popular: “we’re cool and we know it.”






























