Apple product keynotes · Buzzword report
One hype phrase every 9 seconds.
9 Apple product keynotes · 73,000 spoken words · every claim counted
Loading…
Watch the replay →What Apple actually says
Every phrase the detector monitors, ranked by how often it was said across every keynote in the set. Bars are raw counts; the colour is the category the phrase belongs to.
Product names (iPhone, Mac, Apple Watch…) are counted separately further down — a product name is stage time, not hype.
The hype density ladder
Hype phrases per 10,000 spoken words, so a 30-minute keynote and a 98-minute one are compared fairly. The shortest keynote in the set is also the densest: Scary Fast packed half an hour with almost no room for anything but the pitch.
The vocabulary, and why these words
Fifteen categories, and none of them guessed. Every candidate phrase was ranked by how distinctive it is to this stage, then kept only if it carries persuasion rather than plain description — that is why "titanium" and "all-day battery life" are in and "screen" is not. Counts are totals across the whole set.
Highlighted chips are the phrases with the strongest
product-keynote skew. Full derivation, including the runner-up terms, is in
events_report.md and reproducible with events_analyzer.py --discover.
What “Surprise and Shine” did differently
Every phrase, measured against the average of the keynotes before it. Green is more than usual, grey is less.
The highlights
Every phrase, every keynote
The full matrix. WWDC Σ is the same phrase counted across eleven developer keynotes — a 2.5× larger corpus, which is why a small number there still means "basically absent".
Who the keynote was for
Product mentions per keynote. Not hype — just where the minutes went.
The June keynote speaks differently
Apple holds two kinds of keynote: these product events, and WWDC in June for developers. Run both through the same detector and they turn out to sell in different languages — the product stage on materials, cameras, silicon and battery; the developer stage on values and stage ritual. Same company, same year, 3.0× more hype per word here.
Bars are mentions per 10,000 spoken words: 9 product keynotes (2021–2025) against 11 WWDC keynotes (2016–2026). Skew = product-keynote rate ÷ WWDC rate.