“It starts well, it does not work!” exclaims one of the 20 high-tech fans attending the evening “Keynote” organized by Xebia, a computer consulting company located boulevard Haussmann in Paris. Geeks, mostly men in their thirties, pro-Apple or not, are all there to watch the presentation of the Apple brand of Tuesday, September 9. On the giant screen. A first for many of them, used to watch the event in head-to-head with their computer.
But at 7:02 p.m., no luck, the Apple website bugue. “Steve would never have missed that!” Says one geek at the bottom of the room. “Heads would already fallen!” Added another. “It’s like the morning baccalaureate results, everyone is connected at the same time and the server does not,” says, sorry, Anne Beauchart, marketing manager Xebia. Some, frustrated, fall back on their iPhone, without success.
“Q uoiqu’il happens, we will buy it anyway! ”
There remains the “country buffet” – baguette and ham – to fill the void. “Too bad. But whatever happens, we will buy it anyway!” Fun Michel Teresa invited to the party by a fellow engineer. He knows whereof he speaks: in good Apple addict, he never resists the lure longer new. For this fan, the Apple Keynote is “a christmas late summer.” Just that. 7:15 p.m.: Apple’s official website working again. The “techies” are relieved.
Some “outsiders”, those who are neither developers nor Apple addict, crept among the guests. Thomas Burnouf, an engineer of 24 years came with colleagues, a lot of his pocket and Android fun shift: “I’m not at all an Apple addict I was even ambassador HTC France.” What he likes in Keynote evenings? Discover products and interact with other fans. To not end up all alone this year to direct, he sought an evening on the internet. And landed here.
Silence monastic, maximum concentration
19.20 geeks our focus. Demanding silence. The evening keynote was the “world cup atmosphere” that beer. Studious and focused, they drink the words of Tim Cook. The first new first criticism: “The camera exceeds, it will scratch!” Says one fan who saw himself at the Apple Store. The temperature rises. Everyone lives in a bubble Keynote: one takes notes on his iMac, another monitors Twitter, a third brieffe live a friend still at work …
Different commercials projected preview during the presentation cause hilarity. That of the iPhone 6 with the voices of Justin Timberlake and Jimmy Fallon takes the cake. Atmosphere joyful but serious. The developers know they will have the next day to rethink their applications to comply with the new Apple products.
“one small thing”
past 20 hours. Tim Cook launches: “Just one more thing”. The gimmick sentence of Steve Jobs that everybody expected. The excitement goes up a notch, even if all already know what it is. Watch Apple appears on the screen. Silence monastic. Only the click of cameras iPhone resonates in the room: the geeks are taking photographs of the screen!
“And bim!” joked a fan. The dial. The simple yet revolutionary idea, which allows you to browse all applications, breaks the recollection. The mind Apple has struck again. The “woaw” fuse, jaws drop. As to encourage their team, some chanting in rhythm: “independence, autonomy, self-government”. Others respond: “price, price, price.” But shh, Keynote is serious.
“For once, we’re really surprised and impressed,” said Nicolas Fournier, pilot project for Xebia. All bow much better than other Keynote, always content to wait a bit. After the presentation, general applause, the techies are conquered.
Faced with Tim Cook, Bono does not measure
When U2 comes on stage, the lights come back and all guests divert their attention from the screen. Worldwide Tech, Bono is no match for Tim Cook. It’s time for debriefing. In small groups of three or four, they debate: “This is a little mistaken for Steve Jobs Tim Cook anyway!” Joked a fan of the brand’s founder. The American show left no one indifferent: , says Laurene Vol-Monnot, product owner at “They are very good at making you dream at Apple again this year, they played a lot of emotions.” Xebia. On the other side of the room, u n developer is concerned about the autonomy of products: “He did not talk once the battery, it must be devastating”
The debate ends the evening: Apple Pay. “We are trapped with Apple. How do you do if you lose your phone?” Causes a developer. Response of his neighbor: “Well, you have your credit card”. “Yes, but why you baladerais you with your credit card if you have the Apple Pay?”. You have until the arrival of the payment device in France – indefinitely – to solve this problem.
Barbara Krief – Le Nouvel Observateur
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