Imagine there's no tech Keynote

[Bloomberg] [Fully Charged]( From [Bloomberg](   [FOLLOW US [Facebook Share]]([Twitter Share]( [SUBSCRIBE [Subscribe]](  Hi, everybody. It's [Shira](mailto:sovide@bloomberg.net). Here's an easy prediction: One day next month, Apple Inc. Chief Executive Officer Tim Cook will prowl a darkened stage as part of the hype-building for a rectangular slab of glass and circuits. It will be a meticulously rehearsed event that's made to seem like a guy is casually talking to his buddies about a life-changing book he just read. Except with Keynote presentation slides. Steve Jobs honed this pomp and circumstance and now everyone is doing an imitation of the consumer electronics three-ring circus. Samsung Electronics Co. on Wednesday did one for its [new Galaxy Note 8]( smartphone. Expect more this fall in the high season for slideshow-filled gadget showcases. But ten years after the first iPhone debuted, why are we still doing this? The technology industry's favorite event could use some disruption. I understand why tech companies hold these events. Gadget fans hang on every canned word. And these Tupperware demonstrations generate oodles of free publicity from news organizations (including this one) eager to track every moment. But companies do a version of the Jobs event for just about anything. A Google research division showed prototype "[smart jeans](" in a 2015 on-stage presentation. Amazon.com Inc. CEO Jeff Bezos invited a crowd to Seattle for a [90 minute speech]( about a smartphone that essentially died within months. And the form and style feels so familiar and rote that it's ripe for parody. My personal favorites: the ["30 Rock" episode]( complete with spot on Jobs-like visuals from Tina Fey in a black turtleneck; and [Vice's video compilation]( of tech executives demonstrating completely relatable human activities they do with their gadgets. I confess I don't have fresh ideas for reinventing the tech product launch. The Apple event style is so ingrained in my brain, I can't imagine anything else. It is actually helpful to see demonstrations of the new features of consumer electronics or software. Simply holding these events less frequently, toning down the hype and making them shorter wouldn't hurt. (That's what my editors say, too.) Apple's main [product demonstration]( at its developer conference in June felt rushed but had about the same running time as "Wonder Woman." I'd much rather watch the summer blockbuster. Gal Gadot didn't have any keynote slides.  And here’s what you need to know in global tech news That new Samsung phone [is going to cost you](. High-end smartphones are going to start coming with even higher-end price tags, like the Note 8 at $930 or more in the U.S. Big ticket prices make it [tough to be confident]( about sales predictions for flagship smartphones like the newest Galaxy Note and the [upcoming iPhone model]( that may cost $1,000 or more.  Before Apple [scaled back]( its ambitions for its car project, the company was [rethinking every automotive element.Â](It even wanted to reinvent the wheel.  Happy [10-year anniversary]( to the Twitter #hashtag! Go back and [read this article]( on how the weird pound sign has evolved in "linguistically complex ways" on Twitter and far beyond.  Self-driving cars are [trained]( on more than real-world streets. The Atlantic takes us inside [Waymo's giant autonomous simulation](, calling it Alphabet Inc.'s most ambitions artificial intelligence project.    You received this message because you are subscribed to the Bloomberg Technology newsletter Fully Charged. You can tell your friends to [sign up here](.  [Unsubscribe]( | [Bloomberg.com]( | [Contact Us]( Bloomberg L.P. 731 Lexington, New York, NY, 10022