Apple's keynotes have become famous for the amount of detail and attention put into the slide decks, the interactive demos, and the perfectly scripted speeches. I've watched every keynote religiously since the original iPhone announcement in 2007. 

The team at Apple is great at telling stories. The press and fans are engaged every second of the keynote because the story always captivates them. There's a fine balance between the introduction ("we believe in innovation"), rising action ("our competitors are confused"), the climax ("new launches + one more thing"), and the ending ("live band"). To understand the way the plot works, check out How to Present like Steve Jobs from the folks at KissMetrics. Great read!