It is the fourth point above — star power — that brings me to
the second reason that Apple chose to host the event:
because it could.
Apple not only wanted to show how its work with various creatives
and firms fits into the current culture of tech, it wanted to show
that it is a cultural institution in its own right. I believe
that this is what many tech writers and commentators missed during
this event, with their typical focus on Apple as a product
company. Apple is broader and more multifaceted now than it ever
has been before and it has enormous brand power.
I think he’s onto something with this point.