Apple is getting ready for Prime Time

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Apple logo with the words “scary fast” on a black background.
Image: Apple

I’m trying to remember the last time a company’s big event came for prime time TV the way Apple’s 8pm ET keynote is trying to lock down our attention tomorrow. The only company I can think of that’s done it successfully lately is Victoria’s Secret with its Fashion Show. While I suspect there’s some overlap in audience between that and an Apple Keynote, I also suspect Bella Hadid is a bigger draw than a new iMac.

But Apple is still going for it! Promising a keynote that will air on its website, YouTube, and over Apple TV while things like Monday Night Football airs on broadcast TV. The company is ready to take all the cultural cache its phones, Bluetooth headsets, and computers have earned it and convert that fanbase into a bigger...

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