On June 10, when Apple unveiled its new artificial intelligence software, every presenter took to the stage in the same position: standing with their legs apart and their feet pointing outward.
The fact that everyone adopted the “Apple stance” – as one X chat group dubbed it – was bizarre.
This is not the first time she has been observed during Apple presentations.
This posture is taught in public speaking and performing arts circles, says Ruth Sherman, who advises CEOs and celebrities who must speak in public.
Sherman doesn’t know if Apple executives were trained in this common technique. (Apple declined to comment on this.) This position is ideal during a speaking engagement, allowing you to maintain your balance and turn toward different parts of the audience, Sherman says.
Observing the posture of bosses may seem like pseudoscience, but there is a long, sometimes controversial tradition of research into aspects of body language that reinforce speakers’ authority, betray their lies, or send nonverbal messages.
It’s a safe bet that nothing – posture, hand gesture, use or avoidance of a word – is a coincidence at Apple, which is worth $3.3 trillion in the stock market and is known for attention meticulousness that it gives to its image and the appearance of its products.
The British media loves to show politicians – especially from the Conservative Party – adopting the “power pose” (exaggeratedly spreading their legs).
Some say the British “power pose” is reminiscent of Beyoncé, Lynda Carter’s “hands on hips” pose as Wonder Woman, or a famous portrait of Henry VIII.
Researchers claimed that certain positions – such as open Apple posture or sitting with your hands behind your head and your feet on the desk – reduced the level of a hormone associated with stress and increased testosterone levels. (The statistical rigor of the work leading to this conference was subsequently contested by other researchers.)
According to Connson Locke, a professor of management at the London School of Economics, research has shown that certain nonverbal cues can enhance the leadership image and charisma of speakers. For example, making eye contact, standing up straight and occupying space through gestures and movement, rather than standing in a small, pen-like position.
Apple executives may have gone a little overboard: “There’s no requirement to stand with your legs abnormally apart,” Mr. Locke said. “It’s a bit ridiculous, it seems to me. »
Ms. Sherman uses this posture in her speaking engagements and teaches it to executives and celebrities who consult her (she refuses to name her clients because she wants to keep them, she says).
Stand with your feet shoulder-width apart and your knees slightly bent. Lean your torso forward a little, then point your toes outward (this is natural, says Sherman).
“It’s a good starting position,” it gives confidence, Ms. Sherman says. Leaning forward makes you feel very engaged.
However, as we saw at the Apple event, it shows when you try too hard to look natural.
Coincidentally, Apple pose is also a good weightlifting position, points out strength trainer Jake Boly. Apple’s presenters look “ready for anything, tech and under the barbell,” says Jake Boly. “Don’t argue with them at the gym. »
