Quartz:

One of Apple’s most successful products—which rarely gets recognized as such—is made not of aluminum and glass, but of words and pictures. The Apple keynote is the tool the company uses a few times a year to unveil its other products to millions of people.

To understand their hidden structure, Quartz reviewed more than a dozen Apple keynotes, logging and analyzing key elements. Here’s what we found.

Those of us who have attended these events in person have often remarked on the similarities in structure and tone from one to the next.