The Apple iPad HD launch event is a massive deal for the company, according to Sir James Dyson, who explained the importance of making a big splash when you unveil your latest products.
Speaking exclusively to TechRadar ahead of the iPad 3/iPad HD launch, Dyson, whose own company puts great efforts into launches, believes that events are not just an opportunity to make your vision clear, but also to keep morale high internally.
"I think, with any new product, it's about explaining what you've done and what it is about," said Dyson. "A launch is a very good place to do that.
"I don't expect Steve Jobs wanted to spend too much time doing PR, so past launches were obviously a very good time to do it.
"It also allows you to excite your own employees. One of the big problems with developing new technology is that you can't tell everybody in the company about it while you are doing it, so the moment to tell them is when you launch.
"So it's very important both internally and to tell the world what you are trying to do with it.
"Obviously it's a commercial launch, but it's a little bit more than that because when a new product comes out it's the time that the public want to know about it."
Dyson is a confirmed fan of Apple products, having splashed out on an early Jobs computer, and has Macs, an iPhone and an iPad.
"Steve Jobs was great at making products that were a pleasure to use," Dyson told a journalist showcase, with TechRadar in attendance.
"He really looked at it from the point of view of how it was to use it, whereas no one else in the computer industry was doing that.
"I bought an Apple IIe in 1982, it was my first computer, then I bought four of the original Macintosh and I've bought them ever since. It's a pleasure to play with and intuitive to use. A good design.
"I have an iPhone and an iPad. I paint on an iPad on Sketchbook pro. David Hockney uses brushes but I prefer to use a tablet!"