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At iPad event, Apple calls Stephen Colbert for help making jokes

Apple jokes are the new dad jokes.


Taylor Hatmaker


Posted on Oct 16, 2014   Updated on May 30, 2021, 9:48 am CDT

After Apple accidentally leaked images of its unreleased iPads, the company had no choice but to betray its serious sensibilities and, yes, make jokes. On stage, before re-unveiling its new iPads, Apple set aside a pretty big chunk of time to poke fun at itself, even calling up Stephen Colbert to help out.

In a fake Keynote presentation, Apple’s software chief Craig Federighi said that Apple would “triple down” on security so that its secrets couldn’t leak to sites like “Infinite Scoop,” a fake Apple blog. Colbert, Apple’s designated “Supreme Commander of Secrecy” proceeded to call Tim Cook by the codename “chairman honeycrisp” which was the highlight of the morning.

Apple Keynote: Dad Jokes Edition

— Matthew Panzarino (@panzer) October 16, 2014

Apple cracking jokes about its secrecy: Lasers in the bathroom, redacted food items on the lunch menu. (Press laughs, nervously…) #AAPL

— Christina Farr (@chrissyfarr) October 16, 2014

Stephen Colbert managed to make a Hitler joke at an Apple event. That’s way edgier than you would all think. Go Stephen.

— Christscreama Warren (@film_girl) October 16, 2014

An Apple exec and Stephen Colbert are doing an entire comedy routine on stage, over the phone. This is the Dad-jokiest company in tech.

— Farhad Manjoo (@fmanjoo) October 16, 2014

apple has invented a new kind of dad joke, the brandad joke. it’s not quite a dad joke, not quite an ad

— t.c. (@chillmage) October 16, 2014

Apple also showed a video spoofing its security procedure which involves a pretty elaborate secret handshake.

weird dad jokes Apple

— Owen Williams (@ow) October 16, 2014

Naturally, Twitter was happy to help Apple make fun of itself too.

Image via Apple

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*First Published: Oct 16, 2014, 7:39 am CDT