Jason Snell for iMore, on "The Art of the Apple Event":
It feels like an event, and when you're reporting on it, you're not rewriting a press release — you're covering something as it happens live, just as if you were in the White House briefing room during a presidential press conference. In the end, these Apple events are just product announcements — the brilliance is that the stagecraft makes them much more interesting to journalists and fans alike.
In my almost 3 years as a full-time journalist covering Apple, I've been to exactly one press event: the WWDC 2014 keynote. Jason is right on when he says these product announcements are events; there's as much stagecraft and showmanship as there is substance.