Apple’s legendary keynotes

1. Read the description of a smartwatch below and underline all adjectives.

Our smartwatch is a state-of-the-art device that will make
your personal arrangements and life easier. What makes
it stand out is its sleek design, a range of stunning bands
to choose from, and powerful software. Despite its
compact size, the smartwatch is equipped with all the
features that you can imagine and make the most of
thanks to its incredible touchscreen.
We set the bar high in terms of battery life. Our
smartwatch is three times more energy efficient than the
previous model, and it’s turbo chargeable. It gets fully
charged in just ten minutes. And all that at a very reasonable price.

2. Add some of the adjectives that you’ve underlined in the text to the word
maps below.

INNOVATIVE BEAUTIFUL AMAZING

revolutionary state-of-the-art gorgeous

……………… stunning
……………… awesome incredible
………………
.. .. ..

SMALL ELEGANT CHEAP

mini compact
……………… stylish sleek
……………… affordable reasonable
………………
..
3. Choose five adjectives ..
from the previous exercise and write sentences ..

describing different products.

Example: If you are looking for an affordable sports car, I think we have an offer
for you.
……………………………………………………………………………………………….
……………………………………………………………………………………………….
……………………………………………………………………………………………….
……………………………………………………………………………………………….
……………………………………………………………………………………………….

Created by ESLbrains.com
 Apple’s legendary keynotes

4. Discuss the questions.

• What is the most useful device in your life? Why?
• Do you know Apple products? Have you ever used them?
• What might be so appealing about Apple products that millions of people
around the world decide to buy them?
• Each year, Apple organizes the so-called keynote to present their products
before their launch. Have you ever seen such a presentation?

5. Watch the first part of a video [https://youtu.be/ZcnzLN71uLg] (to 03:40) and

complete the gaps in the rules of Apple’s keynote presentations with one
word each.
• Show new products by telling a story.
• videos
Include several ………………… throughout a presentation to build suspense
leading up to a product reveal.
• Present products as devices which bring people together and improve lives.
• superlatives
Describe everything with …………………
• percentage
Talk in ………………… more often than specifics when presenting technical
specifications.
• Use fancy marketing terms like Retina or 3D Touch.
• phrase
Keep the message clear and simple, use a single ………………… per slide.
• Make sure your presenters are experts at keeping the audience engaged.
They should tell people exactly what to think.
• small
Talk in a conversational tone and make people feel that it’s a …………………
presentation they were invited to.

6. Watch the second part of the video (from 03:35) and write down three things
that make Apple’s presentations stand out.
apple shows instead of telling
……………………………………………………………………………………………….
they tell a persuasive historic story
……………………………………………………………………………………………….
giving specific details
……………………………………………………………………………………………….
……………………………………………………………………………………………….

Created by ESLbrains.com
 Apple’s legendary keynotes

7. Discuss the questions.

• Apple’s presentations build huge anticipation before a product launch. Do you

think it’s a good selling method?
• In your opinion, are Apple’s keynotes persuasive?
• Which rules for Apple’s presentations do you find most useful when it comes
to presenting new products?
• Have you ever presented a product or a service? What might be difficult about
presenting?

8. PRESENT A PRODUCT!
Choose one product that you’d like to present. It can be something you
have and use, or a product you’ve read about online. Think of its most
important features, advantages and appearance. When presenting the
product, use adjectives from this lesson.

affordable amazing awesome beautiful

chargeable cheap compact elegant
energy efficient gorgeous incredible innovative
mini powerful reasonable revolutionary
small sleek state-of-the-art stunning
stylish

Created by ESLbrains.com