Caught on Camera

On March 25th Hollywood descended on the Steve Jobs Theater for the announcement of Apple’s much-anticipated streaming service Apple TV+. 24 hours before, thousands of people were trolling the events page on apple.com looking for anything left unguarded. So Apple hid a link. If found, it appeared as if Apple had mistakenly turned the event livestream on early and you had gained access to the cameras inside the theater. The 24-hour ‘livestream’ contained cryptic vignettes meant to tease the shows, partnerships and celebrities that would be announced or appear at the event the following day.