Whilst watching yesterday’s keynote, it struck me how Apple has been increasing the use of artistic and cinematic videos to reveal and explain products during their keynotes. Sure, videos have been used in the past, but in recent keynotes it has been taken to the next level. It’s particularly striking if you try and compare the original iPhone keynote announcement (essentially just Steve Jobs with a static slide deck) and September’s Watch announcement (two highly produced videos, interspersed with more details from Tim Cook).

There are undoubtedly a wide variety of reasons that could explain why Apple is increasing the use of such videos. Perhaps it is because almost no-one can match the on-stage charisma and presence that Steve Jobs conveyed, perhaps it’s just fun making these videos, maybe they think the videos make the keynote stronger, perhaps they want to create video content to include on their website, or maybe it’s just true that a picture is worth a 1,000 words.

But whatever the reasoning (and I suspect it’s a mix of all of the above), I really enjoyed the videos from yesterday’s keynote and it’s hard to say that about many promotional product videos. In fact it’s kind of crazy to remind yourself that these are just product videos, because some of them are truly beautiful and intricate pieces of art. That’s particularly true of the Apple Watch videos which focus on refinement process of the core material from the three collections: alumnium (Apple Watch Sport), stainless steel (Apple Watch) and gold (Apple Watch Edition).

I’ve embedded all the videos from yesterdays keynote below, along with some GIFs of a few of my favorite ‘scenes’.