Apple CEO Tim Cook received a thunderous round of applause when he brought back a signature catch phrase that Steve Jobs made famous: “One more thing.” The one more thing at the September 9th keynote presentation turned out to be the Apple Watch. Cook may have been channeling Steve Jobs because he was having fun and it showed. Observers like TED’s Chris Anderson tweeted, “This is a day that will redefine Tim Cook’s leadership. He’s a whole new man on stage.”
A closer examination of the presentation itself shows that Cook and the other Apple executives who took the stage followed a template that has remained largely the same since I wrote, The Presentation Secrets of Steve Jobs. In addition to beautifully designed slides and well-crafted demonstrations, one consistent element of all Apple presentations is the “rule of three.”
The rule of three is one of the most profound concepts in communication theory. It simply means that the human mind can only hold about three “chunks” of information in short term (working) memory. Since that’s the case why overload your audience with 18 messages, or 22, or 30? Stick to three. In the Apple keynote presentation on September 9, Apple’s new products contained literally dozens of features and technological innovations. Tim Cook and the other Apple speakers used the rule of three to make the announcements easier for bloggers, journalists, and customers to digest. For example, Cook divided the entire presentation into three main segments: iPhone 6, Apple Pay, and Apple Watch. Within the three-part presentation structure, features and products were grouped into threes. Here are a few.
“Three things make your photos great. The lens, the imaging sensor, and the brains behind it all, the processor.” — Phil Schiller explaining iPhone 6 camera technology.
“Apple Pay is easy, secure, and private.” – Eddy Cue
“Cashiers don’t see your name, your card number, or your security code.” – Eddy Cue
“The iPod introduced the click wheel. The Macintosh introduced the mouse. The iPhone introduced multi-touch.” – Tim Cook explaining Apple’s history of innovation in mobile navigation.
“Apple Watch is an intimate way to connect and communicate. It’s an extremely precise and customizable timepiece, and it’s a comprehensive health and fitness companion.” – Tim Cook
“It’s driven Apple from the beginning. This compulsion to take incredibly powerful technology, and make it accessible, relevant, and ultimately, personal.” – Jony Ive
“The activity app measures three separate aspects of movement with the goal of helping you sit less, move more, and get some exercise.” – Apple Watch video
There were even groups of three within groups of three. For example we learned that the Apple Watch is “An incredibly accurate timepiece, a health and fitness companion, and a device that 1) helps you stay on schedule, 2) in touch, and 3) headed in the right direction.”
The rule of three pervades Apple’s messaging and extends to its product offerings. For example, the iPhone 6 will come in three models (16GB, 64GB, 128GB). The Apple Watch will come in three collections: standard, sport, and 18K gold.
iPhone 6
Apple reveals the iPhone 6 options
Complexity demands a simple explanation if you hope to capture the imagination of your audience. Apple learned this lesson a long time ago—as far back as 1984— and has used it to communicate its story ever since. While there are many rhetorical devices that will help you simplify a presentation, few are as effective as the rule of three. Stick to it.