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 https://t.co/PyQH72J6Np
— Owen Williams (@ow) October 16, 2014
Naturally, Twitter was happy to help Apple make fun of itself too.
Image via Apple