right at the top they say something like today we are going to unveil something very special in the Mac lineup in the iPad lineup in the Mac OS so you know what to expect going forward everything except the very last thing because they saved that to say one more thing and then they unveil that but what they're doing is they're revealing intent so you as a viewer right at the top of the presentation can know what to expect and also be excited I want to stick around because I want to wait till they announce this so the things start started and the first thing they're talking about is some small Improvement they've made to the Apple watch or some small Improvement to iOS you're thinking I don't I don't know what they're going to talk about now I don't want to continue investing my time let me just come back to it later but if they tell you we're going to make some announcements around iOS Mac OS and the iPhone and you're interested in the iPhone well I have to watch this whole thing because I want to know I want to know what they're going to say so lay out the agenda for them