Seven Storytelling Techniques Steve Jobs Used in His Captivating Apple Presentations

Lori Dorn
October 8, 2026

Filmmaker Andrew Muir of The Art of Storytelling examined seven storytelling techniques Apple co-founder Steve Jobs used in his presentations, from the early 1980s through the 2007 iPhone launch. Muir also explored how Jobs used storytelling to build enthusiasm for Apple‘s products.

Watching old Apple keynotes is a guilty pleasure of mine. But why? I shouldn’t care about 20-year old smartphone launch events. What is it about Steve Jobs that made him such a compelling and influential storyteller?

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Lori Dorn

Lori is a Laughing Squid Contributing Editor based in New York City who has been writing blog posts for over a decade. She also enjoys making jewelry, playing guitar, taking photos and mixing craft cocktails.